biography:

Diadora is the most important Italian sports brand. For over 60 years Diadora has developed and marketed products for competitive and non-competitive sports and leisure activities. Renowned for technical excellence, classic Italian style and high quality products, Diadora has become a leading sports lifestyle brand bridging the gap between performance-based and trend-led training footwear.

Raised in northern Italy, Marcello Danieli apprenticed as a shoemaker, and after years of perfecting his skills, he founded Diadora in 1948. The brand quickly became renowned for its expertise in crafting high quality footwear and soon gained reputation as a premium brand nationwide. During the 1960s, Diadora’s reputation allowed them to expand rapidly using new techniques such as press-moulding production resulting in the brand becoming a dominant force in the Italian footwear market. New branding was designed and released in 1966 which used the
now familiar ‘five balls’ logo demonstrating Diadora’s sporting ambitions for the future. Diadora made its entrance into the sporting world by manufacturing ski-boots during the late 1960s, capitalising on the Italian economic boom and the increasing popularity of skiing in mountainous regions such as Veneto.

Diadora became sport focused and style conscious, developing innovative designs across many sporting areas, worn by professional athletes who excelled in their fields. Italian football legend Roberto Bettega signed up with Diadora, wearing their boots in the 1978 FIFA World Cup. Through the years many more top athletes affiliated themselves with Diadora; runner Sebastian Coe won gold at the 1986 European Championships in the 800m while Italian hero Gelindo Bordin added to his 1986 marathon gold by winning gold again at the 1988 Olympics.
Diadora’s sporting presence also extended to team sponsorship, most notably the Mclaren Formula 1 team, which included racing legend Ayrton Senna, and the Italian National Football Team between 1986 and 1994, including 1993 FIFA World Player of the Year Roberto Baggio. Diadora footballing heroes of recent years include Christian Vieri, Filippo Inzaghi and Francesco Totti, and current player Antonio Cassano.

Today Diadora is owned by the founder of Geox, Mario Moretti Polegato and is present in 68 countries.
Diadora is the brand of choice for high profile athletes such as 2011 Tour de France champion Cadel Evans and remains sports-focussed, style-conscious and always ready to push boundaries through cutting edge design and innovation. With their rich sporting heritage and classic Italian style, Diadora knows what it takes to be a winner. Crafted to the highest possible standards, every pair of shoes is a masterpiece, continuing the passion for excellence held since 1948.

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