Magazine article Management Today

Decisions: Mario Moretti Polegato, Geox, President of the EUR2.4bn Italian Shoe Company

Magazine article Management Today

Decisions: Mario Moretti Polegato, Geox, President of the EUR2.4bn Italian Shoe Company

Article excerpt

MY BEST ...

Geox created a revolution in shoes when we introduced a new technology in rubber-bottomed shoes that eliminates problems of breathability and perspiration. Holes in the sole let vapour out, while a special membrane keeps it waterproof. My best decision was to patent this idea, because it has made Geox unique in the market.

In 13 years, we've become the number-one shoe company in Italy and number two in the world for comfortable shoes. But my original business was totally different.

My family have been in viticulture for three generations and we produced 22 million bottles a year. One day, in the early '90s, I was in Las Vegas at a wine convention. Afterwards, I wanted to visit the Nevada desert, so I changed into my sneakers but cut holes into the soles to give them ventilation - it was a magnificent idea!

So when I came back to Italy, I studied the technology. Initially, I couldn't get it to work, so I partnered with Padua and Milan universities. I think of myself more as an inventor than an entrepreneur. …

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