Founded in 1966 by Italian tennis champion Sergio Tacchini, the brand was able to implement a winning marketing strategy from the start, based on the image of great sports champions such as John McEnroe and Pete Sampras. But since the market crisis, the company has found it increasingly difficult to stand up to its competitors, such as the giants Nike and Adidas. Hence the new strategy implemented.
In this context, a major restructuring plan is currently under consideration. The group states its intention to maintain its headquarters in Italy, in Bellinzago Novarese in Piedmont. The site should continue to host, among other things, marketing activities and the style office.
As for clothing, the agreement signed with Sport Fashion Distribution provides that the design of the collections will be followed internally by Sergio Tacchini, as well as the product development phases. The same goes for the lingerie and beachwear lines, where teamwork has been set up between the company and its licensee.