Diadora is now best known for its 1970's collaboration with Bjorn Borg which gave birth to the legendary Diadora Borg Elite and Diadora Borg original, but it has a heritage stretching back well past the 1970's.
During World War II, the Italian region of Veneto was the front-line between Italy and Austria. When the Italian army needed military shoes and boots, the production of footwear began in the region. Veneto soon became an established centre for the manufacture of quality Italian footwear.
In 1948, Marcello Danieli, along with his wife created the brand Diadora, a name derived from the Greeks meaning ‘to share gifts and honour’.
The company 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 was the next step for Diadora.
The 1970's brought about a generation with an explosive interest in athletics and the sporting industry. Like with the other ranges, Diadora used the use mix of precious leather combined with innovative, high performance materials.
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 (left), Vilas (middle), Venanzio Ortis (right), and many more...
-- Bjorn Borg, Vilas and Venanzio Ortis --
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 stayed in the catalogue from 1977 until 1989.
-- Diadora Borg Elite --The Diadora Borg Elite is one of the most sought after retro shoes amongst those who know their trainer history.
Another example was the “Brasil” shoe: a classic football model created with the technical flair of Zico still preferred today after further revision and development by enthusiasts who will wear nothing else.
-- Bjorn Borg advertising Diadora --
In the 80’s, Diadora went from strength to strength. Talented runners such as Edwin Moses securing Diadora’s front-runner position in 1981.
In 1982, Diadora continued their design success with a new range of cycling shoes and in 1983, they got behind the wheel and immediately won pole position with footwear developed for formula one racing and the Mclaren team. The shoes are immediately worn by champions Watson, Prost, Lauda and Senna.
The 90’s saw the creation of the Diadora research centre in alliance with Milan polytechnic. The Diadora group was later formed in 1998 and aimed high with plans to conquer the global market and meet every need in the footwear, clothing, sporting goods and leisure time sectors.
In 2002, the group expanded further and with the ‘Diadora-utility’ Brand they entered the workplace with footwear, apparel and accessories.
Diadora-Invicta itself has 4 branches in Hong Kong, the United Kingdom, Spain and the United States. Boasts 60 distributors, 15 agents, 70 single brand stores and 140 corner displays in the most important international distribution chains for sports, leisure time, work and school wear and shoes.
The Diadora trademark is recognised as a sign of high quality and top performance all over the world, testified by the international stars who choose to use and wear its products such as Cristian Vieri , Roberto Baggio, Filippo Inzaghi and Roy Keane.
-- Cristian Vieri (Top Left), Roberto Baggio (Top Right)
Filippo Inzaghi (Bottom Left) and Roy Keane (Bottom Right) --
Diadora remains the only Italian athletic footwear and apparel manufacturer to still make some of its products in Italy.
The past returns with Diadora heritage:
The heritage collection has renewed past models that made sporting history.
Taking influence from the likes of Bjorn Borg, Roberto Bettega, Sebastian Coe, Francesco Moser and many other champions who contributed to the growth of Diadora in every sport since the ‘70s.
-- Diadora Logo--
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.
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