Bryan Poerner: Building a Rebellious Running Brand, Redefining Diadora, and Putting Community Before Scale

How do you build a running shoe brand that feels rebellious, authentic, and different in a market dominated by giants? For Bryan Poerner, President & CEO of Diadora USA , the answer lies in blending a punk-inspired do-it-yourself ethos with Italian craftsmanship and a deep respect for the running community. From his roots as a Division III steeplechaser to leading Diadora’s return to the U.S. performance market, Bryan’s journey has been anything but conventional. His path is marked by defining career highlights. In 1998–1999, he set the Stockton University steeplechase record (9:31.0) while completing his business degree. He then spent more than a decade at PUMA , rising from regional specialty sales to managing national accounts, before channeling his entrepreneurial side in 2007 to launch TRKFLD , a Philadelphia-based accessories brand. Under his leadership, Diadora has transformed from a heritage name with history into an edgy new player in the run-specialty world. In November 2023, he made national headlines by pushing profit-sharing as a model for the future of runspecialty. Rather than chasing mass-market share, Bryan and his team have doubled down on a “ best, not biggest ” philosophy that prioritizes authenticity and community over volume. Today, Diadora under his guidance represents not just a heritage brand reborn, but a bold challenger reshaping the future of running. In today's conversation, Bryan takes me deep into the process of helping to build Diadroa and his background in the sport in DIII. We dive into trying to build the next great running shoe company and how and why it's centered around performance. Tap into the Bryan Poerner Special. If you enjoy the podcast, please consider following us on Spotify and Apple Podcasts and giving us a five-star review! I would also appreciate it if you share it with your friend who you think will benefit from it. Comment the word “PODCAST” below and I’ll DM you a link to listen. If this episode blesses you, please share it with a friend! S H O W N O T E S -The Run Down By The Running Effect (our new newsletter!): https://tinyurl.com/mr36s9rs -BUY MERCH BEFORE IT’S GONE: https://shop.therunningeffect.run -Our Website: https://therunningeffect.run -THE PODCAST ON YOUTUBE: https://www.youtube.com/channel/UClLcLIDAqmJBTHeyWJx_wFQ -My Instagram: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.instagram.com/therunningeffect/?hl=en⁠⁠⁠⁠⁠⁠ -Take our podcast survey: https://tinyurl.com/3ua62ffz