Industry News 8/14/2014

B$Z: Dainese Plans Comeback in North American Winter Sports and Bicycle Industries

Dainese Plans Comeback in North American Winter Sports and Bicycle Industries

Dan Walczewski Named Director of Sales for the Growing Categories

Dainese USA today signaled a new growth strategy and reenergized focus for the North American winter sports and bicycle industries. The push will include expanded sales and marketing teams, planned growth for its retail base, and a revitalized marketing program to support new breakthrough 2015 product lines. The legendary Italian protection company has also appointed winter sports and bicycle industry veteran, Dan Walczewski, as director of sales for Winter Sports and Bicycle, to lead the efforts in these industries.

“While mostly known in North America for our Dainese motorcycle line, our Winter Sports and Bicycle lines have been a great success in Europe,” said Roberto Sadowsky, vice president of operations for Dainese USA. “Our winter sports and bike infrastructure team has refocused in Italy and now in North America to make this the next growth market for these categories.”

The growth for Dainese multi-sport categories started at the company’s Italian headquarters and is a top-down initiative ignited by CEO, Federico Minoli. Under Minoli’s leadership, the internal team has been restructured to include a director of the multi-sport division, a head of marketing and product management for Bicycle and Winter Sports and also backed by an injection of new R&D efforts.  The Italy-based multi-sport team is steeped in North American culture, including on-the-ground experience in these markets, and the addition of Walczewski will help springboard market growth.

“I’m looking forward to activating a growth strategy for these categories. I’ve spent my career in these industries and feel confident about our path,” said Dan Walczewski, Director of Sales for Winter Sports and Bike. “These markets are ripe and ready for something new in North America. Dainese has a well respected heritage as a maker of unique Italian protection, apparel and accessories and the company, and its people continue to put forth industry leading technologies and forge new trends in sports.”

Dainese Winter Sports and Bicycle products maintain unique positions in each industry: premium Italian protection products, apparel and accessories with a European aesthetic, style and lifestyle appeal. The company’s mantra, “Inspired by Humans,” reflects how advanced ergonomics and a non-restrictive experience of Dainese’s protection products make them feel second nature to consumers.

Many protective elements and products are hidden under garments or built-in to the apparel. Dainese maintains its heritage and leadership in each category having provided the first winter sports protection products two decades ago for ski racing and the company actually created the category of mountain bike protective products in 1993.