Diadora is an Italian athletic footwear and apparel manufacturer. The tradition began in 1948. when the company’s founder, Marcello Danieli, first began working in the trade. The word, Diadora, comes from the Greek, “dia-dora”, which means “sharing gifts and honours”.
Danieli, helped by his wife, managed to successfully launch his first product, mountain climbing boots. During the fifties, a reputation for excellence and quality helped the company to grow and become a familiar name throughout the Italian market. During the economic boom of the sixties, people began to enjoy prosperity and increased recreation. Skiing became popular and Danieli once again met the needs of the market by manufacturing ski boots and the first apres-ski boots. Next, Diadora introduced walking shoes and shortly thereafter, tennis shoes. With the seventies came a young generation whose explosive interest in athletics initiated a boom in the sporting goods industry. Based originally on the renowned Italian artisan techniques, Diadora’s shoes became more and more technologically advanced, thanks to cooperation from champions such as Vilas, Mulligan and the legendary Bjorn Borg.
The mid-seventies also marked Diadora’s entry into the soccer category, aided by Roberto Bettega, who provided invaluable consulting information. In regards of team wear production today, In-Time Sport Group Denmark, among few others, has a licence to produce and sell Diadora team wear products.