Diadora

Origins and development

Diadora was founded in 1948 by Marcello Danieli. The name of the company is a likely development of de Iadera ('from Zadar', Iadera being the ancient name of the Dalmatian town). Danieli managed to launch his first product, mountain climbing boots.

The mid-1970s also marked Diadora's entry into the football category, aided by Roberto Bettega, who provided consulting information. The company also added the tennis market, signing endorsement agreements with Björn Borg.

The 1980s and 1990s

As English soccer teams started competing more often in continental European competitions in the early 1980's, Diadora branded shoes became an essential part of British football hooligan "casual culture" and were considered a status symbol, as their rarity outside of Italy granted the wearer unrivalled prestige amongst other football fans.

AC Milan striker Marco van Basten became the face of the company in the late 1980s, and launched his own personalized football boots, the San Siro Van Basten.

Juventus striker Roberto Baggio became the face of the company in the 1990s, and launched his own personalized football boots, the Matchwinner.

Diadora also dabbled with rugby union, making the kits for Otago Rugby Union in New Zealand. The Diadora Otago jersey is one of the rarest and most sought after rugby jersey in the world.

In the 1990s, Diadora was also the official kit supplier of several Italian football clubs, including AS Roma for three seasons, between 1997 and 2000.

The 2000s and 2010s

Between 2003 and 2007, Diadora was again the official kit supplier of AS Roma. In 2008, Diadora SpA signed a joint venture with Win Hanverky Holdings Limited, forming a new company called "Winor International Company Limited" that operates the trademark "Diadora" in China to manufacture, design, promote, distribute, and sell products bearing the brand in the country.