In 1911, Walter Martiny founded the Superga shoe factory in Turin. He started with the production of shoes with a vulcanised rubber outsole and durable but light cotton upper. He then broadened his range of sport shoes and rubber rain boots. The company was named after the nearby pilgrimage church “Superga”. The Superga Classic 2750 Heritage, which was the first Superga shoe designed by Walter Martiny, has become an iconic shoe so it is still available today. Although Superga has a long tradition of more than 100 years, the mission of the brand has remained, namely to produce high-quality shoes for the people of Italy; that’s why Superga shoes are called “People’s shoes of Italy”. They can be worn on the beach but at the office, too. In 1934, Superga designed new collections for sports like tennis and sailing. The company started the production of clothes in the 1980s with France, Spain and Germany being the main customers. In 2011, shoe designer Steve Madden obtained the licence to sell, market, and distribute Superga products in North America. He, then, engaged Mary-Kate and Ashley Olsen as creative directors of Superga in North America.