Jakarta's Satellite Regions Targeted by Sportswear Market

PT DSI Persero will undertake full export functions from January 2027. Italian sportswear manufacturer, Diadora, is strengthening its expansion strategy beyond Jakarta by opening its first mono-store in Indonesia, located at Living World Grand Wisata, Bekasi. This step is part of the company’s efforts to target growth in urban markets in the Greater Jakarta area. Diadora Indonesia Marketing Manager, Theresa Aprilia, said the decision to expand beyond central Jakarta was based on sales performance and increasing competition in the capital’s sportswear market. ‘From a competitive standpoint, Jakarta’s market is already crowded with other brands. Therefore, we see enormous potential in the Greater Jakarta area because our price point is highly competitive and affordable for the broad public,’ Theresa said on Friday (22 May). According to Theresa, internal company data shows that Diadora’s sales have grown strongly outside the Jakarta area. Therefore, areas such as Bekasi and Tangerang are seen as having significant potential to drive the expansion of the Italian brand. After Bekasi, Diadora has also scheduled the next expansion into the Tangerang region. This strategy is aimed at strengthening market penetration in Jakarta’s satellite areas, which are believed to have an urban consumer base with purchasing power and high interest in sporting goods. On the product side, the running category is a major driver of Diadora’s growth in Indonesia. The company sees rising interest in running as an opportunity to strengthen its position in the sports recreation segment. This segment targets consumers who view sport as part of a lifestyle and recreation, not merely professional athletic activity. Consumers in this segment are said to consider product function, visual appeal, and price that remains affordable. To reach these markets, Diadora is implementing an omnichannel strategy across digital and offline channels. Digitally, Diadora products are marketed on several e-commerce platforms such as Shopee and Zalora, as well as the official Sport Station and Planet Sports sites. Offline channels are still supported by a network of wholesale partners across Indonesia. Diadora also strengthens its community-based marketing approach. The company has partnered with local running communities such as Cio Runners and D2C, and participates in events such as Planet Sports Run to build closer connections with consumers and reinforce perceptions of product quality. Theresa acknowledges that, as a globally heritage brand, the biggest challenge for Diadora in Indonesia is re-penetration of a market already filled by competitors. Therefore, the opening of a mono-store is one of the steps to strengthen brand presence and demonstrate a commitment to long-term investment in Indonesia. Previously, Diadora’s presence in Indonesia relied more on multi-brand store concepts. The mono-store opening in Bekasi marks a strategic shift in the company’s approach to building a more specialised shopping experience for Diadora customers.