Superga

Superga is an Italian footwear brand established in Turin in 1911 by Walter Martiny. It began by producing rubber-soled footwear carrying the Superga name and developed an early specialization in canvas tennis shoes. The brand’s defining product is the 2750, introduced in 1925 with a vulcanized rubber sole and a simple canvas upper. Its restrained shape, broad color range, and suitability for everyday wear helped it move beyond sport into general casual footwear. The company expanded its assortment in the 1930s, adding footwear for other sports and for daily use. After the Second World War, production resumed with a focus on higher-quality shoes. In 1951 Superga merged with Pirelli, gaining access to capital and manufacturing support that enabled a substantial increase in tennis-shoe production. During the 1970s the brand broadened its technical sports offering, while the 1980s brought an expansion into clothing. Superga’s modern identity is built around the tension between heritage and seasonal fashion. The 2750 Cotu Classic remains the central style, but the brand also sells vulcanized footwear, technical and sport shoes, leather City styles, rain and outerwear boots under the Country range, and seasonal products for women, men, and children. Colors, fabrics, prints, and collaborations allow the brand to refresh a fundamentally classic silhouette without abandoning its recognizable construction. The brand has used celebrity ambassadors and creative collaborations, particularly in the United Kingdom and North America. UK campaigns have featured Alexa Chung, Rita Ora, Suki Waterhouse, Binx Walton, Abbey Lee Kershaw, and Pyper America Smith. In North America, Steve Madden Corporation obtained a license in 2011 to sell, market, and distribute Superga products, and Mary-Kate Olsen and Ashley Olsen became creative directors for the US business. Their collaboration with The Row produced a capsule collection in 2012. Superga has developed retail and wholesale distribution across Europe, the Americas, Asia, and South Africa. Its retail expansion included a London Covent Garden store in 2011, a New York Soho store in 2012, and a first South American store in Chile in 2015. The brand is now part of BasicNet Group, which manages a portfolio of international sports and lifestyle brands. Its continued visibility has also been supported by celebrity wear, including appearances of the 2750 in popular film and television.

Superga originated in Turin in 1911, when Walter Martiny began producing rubber-soled shoes bearing the Superga mark. Its early products included tennis footwear, establishing the connection between the brand and practical canvas shoes with rubber soles. In 1925 the company introduced the 2750, a vulcanized shoe that became the foundation of the brand’s identity. The model combined a canvas upper with a rubber sole and a relatively simple profile, making it suitable for sport and later for everyday casual use. From 1934 onward, Superga extended beyond its initial tennis focus. It developed collections for additional sports and for ordinary daily wear, a move that broadened the commercial role of the brand. Production was interrupted or affected by the Second World War, but the company resumed operations afterward with an emphasis on high-quality footwear. A major corporate development came in 1951, when Superga merged with Pirelli. The relationship provided additional financial and industrial resources and enabled the company to increase tennis-shoe production significantly. Superga continued to benefit from the popularity of the 2750 while adapting its range to changing expectations in sports and leisure footwear. During the 1970s, the company added sport shoes with more technical characteristics, reflecting the growing specialization of athletic footwear. In the 1980s it expanded into clothing, although shoes remained the center of the brand. Over time the product portfolio developed into several families, including the original vulcanized and sport ranges, the 2750 Cotu Classic, leather City styles, and Country rain and outerwear boots. In the twenty-first century, Superga positioned its heritage styles within a global fashion and lifestyle business. The company used ambassadors and designer or celebrity collaborations to create annual or seasonal attention around its shoes. Its UK ambassador program included Alexa Chung in 2012, Rita Ora in 2013, Suki Waterhouse in 2014, Binx Walton in 2015, Abbey Lee Kershaw in 2016, and Pyper America Smith in 2017. In North America, Steve Madden obtained a distribution and marketing license in 2011, while Mary-Kate Olsen and Ashley Olsen served as US creative directors and collaborated with The Row on a 2012 collection. Retail expansion accompanied the international strategy. Superga opened in London's Covent Garden in 2011, in New York's Soho district in 2012, and in Chile in 2015. The brand also used online stores, premium department stores, and specialist retailers. Its 2750 shoes have received additional public exposure through celebrity wear and screen appearances, including the 2019 film Knives Out. Superga is currently part of BasicNet Group and continues to operate as an international footwear brand centered on a recognizable canvas-sneaker heritage.

• 2015

  First South American store opens

  [1]Superga (brand)en.wikipedia.org

  Superga establishes its first South American store in Chile.

• 2012

  New York store and The Row collaboration

  [1]Superga (brand)en.wikipedia.org

  The brand opens a Soho store and releases a collaboration associated with The Row.

• 2011

  UK and North American expansion

  [1]Superga (brand)en.wikipedia.org

  Superga opens its first UK store in London and enters a North American licensing arrangement with Steve Madden.

• 1980

  The brand enters clothing

  [1]Superga (brand)en.wikipedia.org

  Superga begins producing clothing during the 1980s.

• 1970

  Technical sports footwear is added

  [1]Superga (brand)en.wikipedia.org

  During the 1970s, Superga broadens its assortment with sport shoes featuring more technical attributes.

• 1951

  Superga merges with Pirelli

  [1]Superga (brand)en.wikipedia.org

  The merger brings additional resources and supports increased tennis-shoe production.

• 1934

  Product diversification begins

  [1]Superga (brand)en.wikipedia.org

  The company expands into footwear for additional sports and everyday use.

• 1925

  The 2750 model is introduced

  [1]Superga (brand)en.wikipedia.org

  Superga develops the 2750, a vulcanized canvas shoe that becomes the brand's signature product.

• 1911

  Superga is founded in Turin

  [1]Superga (brand)en.wikipedia.org

  Walter Martiny begins producing rubber-soled footwear under the Superga name in Turin, Italy.

Accessible premium casual footwear combining Italian heritage, simple vulcanized construction, seasonal fashion, and broad everyday wearability.

• Canvas sneaker · 1925

  2750 Cotu Classic

  Superga's signature low-profile canvas sneaker, derived from the 1925 2750 design. It uses a vulcanized rubber sole and is offered in numerous colors, materials, and seasonal treatments. The style functions as both a heritage tennis shoe and an everyday casual product for women, men, and children.

• Vulcanized footwear

  Superga Vulcanized

  The Vulcanized range represents the brand's core construction, pairing flexible rubber soles with canvas or related textile uppers. It extends the visual language of the 2750 into different shapes, colors, prints, and seasonal variations.

• Sport footwear

  Superga Sport

  The Sport line reflects Superga's historical expansion beyond tennis shoes. It includes footwear designed with more athletic styling and technical attributes than the core canvas collections.

• Leather footwear

  Superga City

  City is the brand's leather-oriented family, adapting Superga's understated casual design language to a more structured urban shoe format.

• Rain and outerwear boots

  Superga Country

  Country covers rubber rain and outerwear boots, extending the brand into weather-oriented footwear while retaining its casual lifestyle positioning.

• 2017Pyper America Smith ambassador campaign

  United Kingdom

  Model and musician Pyper America Smith was announced as Superga's UK ambassador.

  Outcome. Linked the brand to youth fashion and music culture.

  Source
• 2016Abbey Lee Kershaw ambassador campaign

  United Kingdom

  Abbey Lee Kershaw served as the brand's UK ambassador.

  Outcome. Extended Superga's fashion-led ambassador strategy.

  Source
• 2015Binx Walton ambassador campaign

  United Kingdom

  Supermodel Binx Walton became a Superga UK ambassador.

  Outcome. Connected the brand with contemporary fashion modeling.

  Source
• 2014Suki Waterhouse ambassador campaign

  United Kingdom

  Suki Waterhouse was selected as the UK brand ambassador and worked on a Superga collection.

  Outcome. Maintained the brand's annual celebrity-collaboration program.

  Source
• 2013Rita Ora ambassador campaign

  United Kingdom

  Rita Ora represented Superga UK and collaborated on an ambassador-led shoe collection.

  Outcome. Reinforced Superga's music and fashion positioning.

  Source
• 2012Alexa Chung ambassador campaign

  United Kingdom

  Alexa Chung served as a Superga UK brand ambassador and collaborated on a seasonal shoe collection.

  Outcome. Expanded the brand's fashion visibility in the UK.

  Source
• 2012The Row x Superga

  United States

  Mary-Kate Olsen and Ashley Olsen connected Superga with their luxury label The Row through a collaborative shoe collection released alongside the opening of Superga's New York store.

  Outcome. Placed the heritage sneaker in a luxury-fashion collaboration context.

  Source

• 2012

  Launch of The Row collaborationProduct launch

  Background

  The US business was building visibility around a new New York retail presence and Olsen-led creative direction.

  Action taken

  Superga released a shoe collection in collaboration with The Row.

  Aftermath

  The collaboration connected Superga's accessible heritage sneaker with a luxury ready-to-wear label.

  Source

• 2011

  North American licensing strategyStrategy

  Background

  Superga sought to expand distribution and marketing in North America.

  Action taken

  Steve Madden Corporation received a license to sell, market, and distribute Superga products in the region.

  Aftermath

  Mary-Kate Olsen and Ashley Olsen joined the US business as creative directors, increasing the fashion profile of the expansion.

  Source

• 1951

  Merge with PirelliM&A

  Background

  Superga required additional resources to expand production after the postwar period.

  Action taken

  The company merged with Pirelli.

  Aftermath

  The transaction supported a sharp increase in tennis-shoe production.

  Source

• 1934

  Diversify beyond tennis footwearStrategy

  Background

  Superga had established itself through rubber-soled tennis shoes and sought wider relevance in sport and daily life.

  Action taken

  The company introduced collections for additional sports and everyday use.

  Aftermath

  The move created the basis for a broader footwear portfolio while preserving the tennis-shoe heritage.

  Source

• 2019.12.10

  Reported2019.12.10

  Superga opens its first Australian store[4]Superga开设首家澳大利亚门店broadsheet.com.au

  Superga opened its first standalone Australian store at World Square in Sydney.

Read more

1. 1Superga (brand)en.wikipedia.org
2. 2Superga brand history on BasicNetbasic.net
3. 3Superga official websitesuperga.com
4. 4Superga开设首家澳大利亚门店broadsheet.com.au