Diadora

Diadora has a heritage stretching back to the 1948, when Marcello Danieli, along with his wife created the brand Diadora, a name derived from the Greeks meaning ‘to share gifts and honour’. The Italian region of Veneto was already an established centre for the manufacture of quality Italian footwear, as During World War II, the region of was the front-line between Italy and Austria and the production of footwear began there to supply the Italian army with military shoes and boots. After the war Diadora soon became known for its excellence and quality for mountain climbing boots and quickly grew to become a familiar name throughout Italy. In the 60’s, Diadora was ‘the’ brand to wear for all sports, leisure, and après-ski shoes. Football, walking and tennis shoes were the next step.

The 1970's brought about a generation with an explosive interest in athletics and the sporting industry. It was during these years that Diadora first developed the concept of sponsorship as the centre of its sports marketing strategy and its now legendary name was linked to the unforgettable Bjorn Borg, Vilas, Venanzio Ortis and many more.

Thanks to its exclusive relationship with Borg, Diadora rapidly rose to top of the tennis ranking with models like the 225 Borg Elite and 234 Bjorn Borg that was present in the collection from 1977 until 1989.

Diadora today remains the only Italian athletic footwear and apparel manufacturer to still produce in Italy.



The heritage collection has renewed past models that made sporting history.
Taking influence from the many champions who contributed to the growth of Diadora in every sport since the ‘70s.

These revisions have been made with all the quality and materials of the most innovative technologies while keeping the spirit and appeal of the original models alive.

Tennis, football, cycling, athletics, and basketball: heritage brings back the atmosphere, the thrill and the passion of a legendary past with new trainers paying homage to the rich and exclusive heritage of the Diadora brand.