Hikmet Sugoer Channels Italian Futurism and 90s Marathon Champions for the Diadora V7000 and Atomo V7000

are teaming up with renowned sneaker designer and global tastemaker Hikmet Sugoer to reimagine the iconic and its new performance iteration, the Atomo V7000. A lifelong admirer of Diadora, Sugoer infuses his unique vision into the collaboration, drawing inspiration from the fervent energy of Italian Futurism and the legendary Italian marathon champions of the 1990s – the same era that birthed the original Diadora V7000.

Launched in 1990, the Diadora V7000 became a symbol of speed and innovation for the Italian brand. Fast forward to 2023 and its successor, the Atomo V7000, continues that legacy as the only Made in Italy performance runner on the market for the past 35 years (yes, you read that correctly). For Sugoer – affectionately dubbed Germany’s Sneaker King – Diadora holds a special place in his heart. During his time at Solebox, which he co-founded in 2002, Sugoer worked on numerous collaborations with the brand including the Solebox x Diadora ‘Ferro’ (2015) that was inspired by Venice and the Solebox x Diadora V7000 ‘Azzurro,’ a tribute to his favourite Italian actor and singer from the 1970s.

The Hikmet Sugoer x Diadora V7000 and Atomo V7000 will debut at the Kith store in Paris on December 7, followed by an online release at sonra.de on December 8. A wider launch will then be available through Diadora’s platforms starting December 12.