Superga signed a distribution deal with the foundation for the US and Canada

Turin-based sneaker brand Superga has announced the finalization of a new deal with The Foundation for the licensing and distribution of its footwear in the US and Canada.

Superga and Steve Madden have thus mutually terminated their old agreement for North America, which was finalized in 2011 and included a license for the sale, marketing and distribution of Superga products in that region.

“As part of this new deal, which takes effect in January, the foundation intends to promote Superga while continuing to respect its Italian origins and its timeless, fluid and relaxed aesthetic,” a statement reveals.

“We are very excited to welcome Superca to The Foundation,” said Ari Langsdorf, co-founder of The Foundation, a distributor of apparel, footwear, accessories and food and beverage brands with offices in New York and Los Angeles.

“It’s a brand with an incredible name and long history that we intend to continue to evolve and grow while remaining loyal to a dedicated customer base that has purchased Superga products for decades,” continued Langsdorf.

Founded in Turin in 1911 by shoemaker Walter Martini, Superga quickly established itself with the “2750” model. In 1951, Pirelli merged with the Tire Company to expand production, and after its bankruptcy was acquired by Turin-based BasicNet SpA in 2004.