founded in 1948 as an artisan’s laboratory for making mountain boots. These
quickly established themselves as the best mountain and work boots on the
In 1960 a shift in production towards the world of sports occurred. Diadora distinguished itself for the high quality and cutting-edge characteristics of its products. Its production reached major industrial volumes. The next decade, 1970, marked the explosion of professional sports. Diadora was the first Italian company to develop a new concept of sports marketing, which involved the choice to have champions with wide appeal as our testimonials. Champions such as Björn Borg and Roberto Bettega are not just important figures in sports, but became true style icons.
Diadora was the undisputed protagonist of international sports, thanks to its partnership with world-class champions. The sportswear phenomenon which sports had generated gave no signs of slowing down in the 1980’s, on the contrary, it intensified thanks to icons such as Pat Cash, Andrea Zorzi, Antonio Cabrini and many others. Sports figures are the new celebrities and their style sets the trend.
In 2010 Diadora did a worldwide expansion brought forward with excellent sports partnerships, but also new influences through a very specific vision of luxury sportswear. The Heritage line was born, destined to become a real clothing phenomenon and the first true experimentation of blending sportswear and fashion.
Since 2010 the path to renew Diadora has begun and the company focuses on the factors that have made it over the years a point of reference for many: style and sports performance are the key words to its growth. Music as added to sports in the Olympus of style and the company’s collaborations remain firm atop these two words.
The word Diadora comes from the greek διὰ δωρέα “dia-dorea” which means “to share gifts and honours”.
Selected Brands took over the distribution in the Nordic and Baltic region in 2016.