The Diadora brand is Italian. The company, based in Caerano di San Marco, in the province of Treviso, produces sportswear, shoes and various accessories. It is Diadora that is the technical sponsor of the Italian Judges Association, creating for them a uniform.
The history of the company dates back to the war, and the First World War. A frontal strategic line passed through the foothills of the Italian region of Veneto. The Italians were opposed by the Austrians. In order to meet the needs of their army, Veneto has established the production of military footwear. In many ways, thanks to her as a result, the scales swung in favor of Italy.
That experience was not lost, in the postwar period the region continued to produce boots and mountain boots. Soon the commune of Montebelluna became known throughout the country, as it produces exemplary products. And after the Second World War, the accumulated experience allowed the active Marcello Daniel to create the company Diadora.
Its name appeared not accidentally, the founder chose this word on the advice of his friends. The word itself has Greek roots and stands for literally “sharing success, honors, gifts.” It is these principles that will become fundamental for the company. And in 1948 a young company immediately struck first its native region, and then all of Italy. The subject of her pride is mountain shoes, created by hand.
In the early 1960s, the company moved to the level of already industrial production. Due to the already acquired punching machine in America, Diadora puts on the production of footwear. The assortment begins to expand – in addition to classic boots and ski boots, the company is gradually moving to the production of sports shoes.
In 1966, the light appeared the historical emblem of five balls, which gave the brand and style, and also showed its connection with the sport. The rings were associated with the Olympic movement, the highest results. And although during the existence of the company its logo changed four times, the basic principle was preserved in all variants, the final one was approved in the late 70’s.
And in the 1970s Diadora was directly involved in the formation of a new era, which was changing the approach to sponsorship. The benchmark became the most famous athletes of that time. And the production technologies allowed to satisfy not only the needs of professionals, but also to produce casual shoes. Diadora started to produce sportswear. And at the 1976 Olympics the company increased its presence in athletics, cooperating not only with runners.
For example, specifically for Giuseppe Gentile, three-time Olympic champion in triple jump, special spikes were developed. The company came to the world of football. The first “swallow” for Diadora was Roberto Bettega, after which the list of players playing in brand shoes, it only began to grow. The symbol Diadora meant quality of the product and technical superiority in this sport.
It turned out that the sponsorship activity was a hit in the bull’s-eye – the company produced 3 million pairs, having 3,500 outlets in 45 countries. For many people, tennis shoes have become everyday shoes, sport style has grown fond of young people. After a series of victories at the highest level competitions, the brand became associated worldwide with Italian style, success and technical excellence.
And in the 80 years the company increased its penetration into such sports as track and field, tennis, football. She appeared in basketball, volleyball, cycling, boxing, motor sport. In equipment with the Diadora logo there were such stars as Alain Prost, Ayrton Senna, Zico, Nicky Lauda, and the whole national team of Italy. Just at that time, sporting events began to be actively broadcasted on television, so the exploits of idols became available to a lot of fans, which also helped the brand.
Diadora is constantly looking for new solutions, cooperating, for example with the Bioengineering Centers in Milan.So professional footwear becomes more and more advanced, and these solutions eventually become used in the manufacture of everyday goods.
In the 90s the company continues to cooperate with great athletes, focusing on its increasingly recognizable style. At this time, a long contract was signed with the footballer Roberto Baggio. The legend of Italian football almost throughout his career enjoyed the attributes of Diadora. In those years, the brand was associated with such great champions as Marco van Basten, George Wea, Vialli, Ivanisevic, Kuerten, Kafelnikov.
Thanks to its high quality and progressive development, the company has established its positions in international markets. Today Diadora is one of the largest manufacturers of sports shoes. Its units are open in the US, England, Spain and Hong Kong, and the headquarters are located in Venice. The company earns more than 300 million euros a year. Today, its activities are divided into three main areas – the creation of sports and casual shoes, sports accessories and clothing.