Italian ski boot brand Dalbello confirmed that Giuseppe Bianchini was appointed global brand business director in the summer, responsible for the brand’s “strategic direction in an international context.”
This recently created position focuses exclusively on the Dalbello brand and will lead the ski boot brand’s repositioning, given the upcoming 50th anniversary in 2024.
In his newly assumed role, Bianchini said he plans comprehensive strategic measures for Dalbello in close cooperation with the marketing, product and sales teams to further increase brand awareness in key areas, strengthen the brand identity and sharpen the brand’s positioning.
Bianchini reports directly to John Colonna, president and CEO of Elevate Outdoor Collective, parent of the Dalbello, Marker and Völkl brands.
“My ambition is to further develop Dalbello, make it one of the most influential ski boot brands in the world and emphasize its sustainable approach,” said Bianchini. “Since 1974, our ski boots have been internationally successful due to their exceptional fit, technical features and high build quality proudly made in Italy – as of 2014 also among World Cup athletes. With the brand’s 50th anniversary in 2024, Dalbello will also start an important repositioning.”
Bianchini has worked for Dalbello since 2012 in various roles, including senior product manager and race coordinator. The company said in a release that he has “made a significant contribution to Dalbello’s success, demonstrating his dedication and expertise in the sports equipment industry and shaping the company’s product development and racing programs.”
Bianchini also worked as a Völkl service technician for World Cup athletes between 2005 and 2015, and from 2010 to 2014, he was the race manager for Italy at the Völkl, Dalbello and Marker brands.
Photo courtesy Dalbello, Giuseppe Bianchini
