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Diadora Heritage

Diadora Heritage

M+W
Lazio
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The word, Diadora, comes from the Greek, “dia-dora”, which means “sharing gifts and honours”. Sharing success, team spirit in competitive sporting activities, competition worthy of both team members and opponents, are some of the essential principles inherent in the Diadora trademark. Diadora was founded in 1948 as an artisan’s laboratory for making mountain boots.

These quickly established themselves as the best mountain and work boots on the market. In the next years a shift in production towards the world of sports occurred. Diadora distinguished itself for the high quality and cutting-edge characteristics of its products. Its production reached major industrial volumes. In the ’70 Diadora was the first Italian company to develop a new concept of sports marketing, which involved the choice to have champions with wide appeal as our testimonials.

Champions such as Bjorn Borg and Roberto Bettega are not just important figures in sports, but became true style icons. The ’00 are the years of worldwide expansion brought forward with excellent sports partnerships, but are also the years of new influences, through a very specific vision of luxury sportswear. The Heritage line is born, destined to become a real clothing phenomenon and the first true experimentation of blending sportswear and fashion.

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