The world of footwear in the last century has experienced a conceptual and productive evolution: we have moved from adjusting work and ordinary walking shoes to play activities (horse riding, football, skiing) with a new concept: develop shoes specifically for sports and athletes.
We all wear often, or even daily, sports shoes or technical shoes specially developed for recreational activities (futsal shoes, running shoes, hiking boots): we would never dream of using walking shoes for run, or even worse to play soccer. It easier and common use casual shoes to go work!
And do you know which is the country with the most innovative laboratories and productions in this particular kind of production? As usual ... Italy!
And in our narration of the districts of Italy we could not celebrate the district of sports footwear in Montebelluna.
Montebelluna shoe district
The footwear district of Montebelluna is focused on the production and marketing of sporting goods such as specialized footwear and sportswear, with a special focus on footwear.
This district includes more than 20 municipalities in the Treviso area. Compared to others districts we have already talked about Montebelluna has a very high level of know-how, not primarily regarding style, but in the technical field, developing solutions that support the practice of specialized activities, that stress materials. Sports footwear requires different and more complex production solutions compared to traditional shoes, designed to walk and be "worn".
Since 70 years Montebelluna footwear district has developed skills that are required and "envied" all over the world!
Innovation as trademark
The strengths of the Montebelluna production is the typical ones of productive districts: presence of a collaborative community, within which strong productive synergies are established with frequent interpersonal relationships among the local subjects; ability 
for plan different task in the production chain (the district of Montebelluna is S.C.A.R.P.A. and Lotto, but also many other very organized small SMEs that constitute the so-called induced); the ability to reach market opportunities even in foreing markets, thanks to the knowledge of the product and the types of use; the unstoppable research for technological-organizational innovations; the know-how of local entrepreneurs, modellers and creative designers, who have led many companies to commission prototypes, new models and new technical solutions to the district.
In Montebelluna district R&S investment is not just matter of large companies but is also a distinctive element of small companies that, starting from the needs of the market, develop ad hoc solutions. An example is Fitwell, a company that produces footwear for mountaineering and hiking that, seizing the new thrust of the market towards adventure, has developed - directly with the lead users - boots dedicated to canyoning and snowboarding for mountaineering, gaining a competitive advantage worthy of much better known companies.
Innvation and technological solutions, but also style and design!
The development of technical products such as soccer shoes, or even more ski boots has required companies in the footwear district of Montebelluna to specialize in new materials, often coming to create specials. Meet the final users need with ultra-specialized products in the past has led to the development of futuristic prototypes a common standard.
The ability to take advantage of competitive advantage has allowed companies in the district to establish themselves on the market by making their product a standard: just think of the Lange ski boots (American brand, then developed in Montebelluna), Tecnica, Nordica and Dalbello, able to revolutionize the world of skiing in terms of comfort, safety and performance, or Diadora soccer shoes, developed for Roberto Baggio, the divin pigtail, which certainly made even more beautiful and delicate some of the games that are counted among the most beautiful in football.
The district has been able to work in a meticulous manner on footwear mixing the attention from performance durable and comfortable materials, with the passion for Italian design.
In few decades some of the most famous brands for niches became attractive also for ordinary people who are looking for comfort and great design.
The ability to combine two concepts so important has certainly not been a single prerogative of this district but has meant that many of these companies became real brands known to the general public and points of reference for two audiences: sports fans... And people who want to wear comfortable and quality products, but also of great aesthetic appealing.
From sports to parade
Matching product quality with a focus on looks in Italian manufacturing companies is an operation that is particularly successful.In particular Diadora, Lotto, SCARPA, empowered by their experience in the creation of sports shoes for many activities (football, volleyball, athletics, tennis, biking, hiking) turned themselves in the casual world with lines that go very well with jeans and shirts, they can also be used to go to the office without risking an extreme look.
