Diadora

Every journey is made up of minor-major steps. And a journey taken together is a better one. The President and CEO from Diadora is EnricoMoretti Polegato. He says: 'This is a story about passion, about traditions and dreams, and about ever-evolving objectives that we attain thanks to the will to surpass ourselves and to our strength as a great team.'

The products of Diadora are not simply products: they are a concentrate of ideas, passions, visions. They truly have a soul. We are all different people, at different times in our lives. But deep down we are always the same person. Diadora stands for premium apparel and footwear: born for sports, shaped by life. With streets as the playing field. Sport DNA and Italian artisan tradition are the Diadora lifestyle marks of distinction, so defining a brand that originates on the sports pitch yet finds its natural habitat in the street. Representing what we are – no compromises – has always been the focus of the Diadora Lifestyle world, one which clearly aims to encourage a determination to be what others are not: ourselves.

For 70 years, expert know-how has led the evolution of clothing and shoes, along the way joining forces with ultra modern technologies, spirit of innovation, and styling research. The Diadora Lifestyle collections bring life back to archival products that made sports history in the legendary '70s, '80s and '90s, thereby creating new contemporary street icons for a generation of consumers in search of a premium product that offers both design and authenticity.

A decisive bent for experimentation, the use of unique treatments and unusual materials, as well as influences from today's urban contexts, have made Diadora Lifestyle the Italian go-to sport brand on the streetwear market.

Brand values of Diadora

Authenticity
Originating in sports. Taking inspiration from the street. For 70 years Diadora
has been built on the courage and determination to be what others are not: ourselves. Together with some of the world's greatest champs, the brand continues to make sports history, living memorable highlight moments. The collections, which rest on the brand's sport DNA, intend to serve as a standard mode of dress for the contemporary consumer, presenting timeless, iconic products where sense of style reflects what
and who we are. No compromises.

Innovation
Tradition meets change. Ranging beyond mere product creation, innovation is an attitude very much about achieving the very best. The Diadora Research Center is commited to finding the most innovative technologies and materials. That's why, to design and develop high-performance products always offering the most competitive of solutions, it works in close contact with athletes, technicians and product experts. Uniting craftsmanship and creativity with innovative tools is the primary objective. Serving the consumer wherever and whenever – from sports to work to leisure – is the true vocation.

Craftsmanship
Situated in the hub of the Montebelluna (Italy) shoemaking district, an industrial center internationally known for its expertise in the manufacture of sport footwear – home no less to some genuine niches of excellence – Diadora boasts consolidated know-how in the design and development of sport shoes that ensure the highest quality. Capturing a perfect fusion of innovation and craftsmanship, Diadora products are enduring. Keen selection of raw materials, pursuit of top quality at every step of the production process and absolute attention to detail mirror the passion which has shaped the company for 70 years. Style is simply a consequence of the same.

History of Diadora

1948
Diadora originated as a workshop for crafting mountain and work boots, which soon made a mark as the finest on the market.

1960s
This was the decade when, following the purchase of important U.S. patents, the company began making a more sport- oriented type of product. While gaining distinction for cutting-edge innovation, Diadora achieved industrial level production volumes without forgoing high standards of quality.

1970s
These were the years when professional sports burst onto the scene in a big way, winning wider and wider public attention. As the first Italian company to develop a new concept of sports marketing, Diadora began entrusting hugely popular champions with the role of brand ambassador. Thus, in addition to being major sports figures, athletes of the caliber of Bjorn Borg and Roberto Bettega became true style icons. With sports now acquiring living trend status, Diadora products went beyond the limits of competitive activity to enter the realm of leisure, along the way helping not only to make sports history but also to influence the tastes of the new lifestyle market. The victories on court or pitch of Diadora's ambassadors heightened the prestige of a brand which by then was synonymous worldwide with modernity, Italian style and excellence.

1980s
A major global player in the sphere of competitive tennis, soccer and track & field, Diadora gradually expanded into basketball and volleyball, bike, car and motorcycle racing, and even boxing. Benefiting from partnerships with world-class champs, the sports-generated living trend showed no sign of letting up; quite the contrary, it kept growing stronger thanks to iconic figures such as Pat Cash, Andrea Zorzi, Antonio Cabrini, Roberto Baggio, Ayrton Senna and many others. Sports stars became the world's new celebrities, calling the shots also on the style front.

1990s
Diadora created the DRC, or Diadora Research Center. Absolutely innovative
for the times, it consisted of a team of footwear technicians, experts from the Bio-engineering Center at the Milan Polytechnic University, and orthopedic physicians. The commitment and responsibility of working with some of the greatest names in sports induced the company to intensify the design methodologies that set it a class apart.

1998
A fresh insight enabled Diadora to capitalize on the company's sports market experience and somehow return to its origins fifty years after the fact by bringing back the work boot. This led to the launch of the Diadora Utility line.

2000s
The realm of sports began crossing over significantly into the world of fashion and luxury sportswear. So, the brand introduced Diadora Heritage, the first line experimenting a fusion of streetwear and fashion that celebrated both a new idea of refinement and the authentic artisanal flair typical of iconic Diadora products from times past.

2009
LIR, holding company owned by the Moretti Polegato family (primary shareholder of Geox), signed a purchase agreement for Diadora with the aim of making the most of the brand's enormous potential. Enrico Moretti Polegato became the new president of Diadora.

2010
The Diadora renewal process got underway, focusing on factors that through the years had made the brand a reference point for many. Since then, style and sport performance have been the keywords for generating growth. And to take style to the next level, music too came into the sport picture.

2015
At company headquarters in Caerano di San Marco (Treviso), Diadora reactivated its own artisanal manufacturing. In operation for the first time in nearly 15 years thanks to the restoration and update of the original machinery, the manual conveyor system was now to be used exclusively for making high-end items in the Active, Lifestyle and Utility lines.

2018
Diadora made a major tennis comeback with a relaunch plan calling for a complete collection of apparel, shoes and accessories. It also included a return of the classic
5-ball logo.

Order Diadora online

Have you seen a cool pair of shoes by Diadora? Can't wait to wear them and shine on the streets? Order them easily and quickly online at our webshop. We will immediately start working on your order so that you will receive your eye-catchers as soon as possible!