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. In the ’90 Diadora instituted the CRD, that is, the Diadora Research Centre, composed of a work team that was wholly innovative for those years: shoe technicians, experts from the Milan Polytechnical Centre of Bioengineering, and doctors specialised in orthopaedics. Nowadays the company focuses on the factors that have made it over the years a point of reference for many: style and sports performance are the key words to its growth.