The first true experimentation of blending sportswear and fashion

Diadora was founded in 1948 as an artisan’s laboratory for making mountain boots. These quickly established themselves as the best mountain boots brand on the market. 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. 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. A champion as Björn Borg is not just an important figure in sports, but also a true style icon. The sportswear phenomenon gave no signs of slowing down in the 1980’s, on the contrary, it intensified thanks to icons such as Pat Cash, Andrea Zorzi and Antonio Cabrini. Today Diadora focuses on the factors that have made it a point of reference over the years: style and sports performance are the key words to its growth.

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