Brand Description

The Diadora story is one that is rich in Italian history. During World War II, the foothills of the Veneto region served as a strategic front between Italy and Austria. In the midst of the war, the Italian army was in need of military shoes and boots. Production of these essential items began in order to serve the Italians with the best footwear possible. During the post war period, the experience gained was used to create craftsman-like mountain boots. The Veneto region was now established as a landmark, known throughout Italy for the manufacture of this type of product. Shortly after World War II, with the creativity of Marcello Danieli, Diadora was born. It was 1948.

A friend suggested the name, Diadora, to Danieli. The term Diadora is derived from the Greeks. It was originally used to describe the inhabitants of the Dalmation City, the Zaratines. This however, is not the definition that sparked the name of a brilliant sporting goods company. Diadora also means, "to share gifts and honor". This is reflected in the principles of the current brand name. The sharing of successes, the concept of team in a competitive situation, and the respect for both teammates and opponents, became staples of the Diadora trademark.

Danieli founded Diadora with the help of his wife. Their first successfully launched product was a pair of mountain climbing boots. The company became known for its excellence and quality, and quickly grew to become a familiar name throughout all of Italy. During this era, Diadora was a true workshop where the best mountain boots in the market were virtually handmade.

In the sixties, skiing became very popular. Danieli, determined to meet the needs of the new sport began producing ski boots. In the process, he invented the concept of apres-ski boots. Manufacturing walking and tennis shoes was the next step in the Diadora life cycle. The 1970's brought about a generation with an explosive interest in athletics and the sporting industry. During this time, Diadora shoes became more technologically advanced with the help and advice of the era's great sport champions. It was also during the 1970's that Diadora broke into the soccer market.