DIADORA Magic Basket Low Icona 179296

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Diadora is an Italian sportswear and footwear manufacturing company based in Caerano di San Marco (Veneto), subsidiary of Geox. Founded in 1948, it also has locations in Brazil, the United States, Hong Kong, Australia and Bangladesh.

These days Diadora produces a wide range of clothing products that include t-shirts, polo shirts, hoodies, jackets, leggings, shorts, and compression garments. The company also produces footwear (football boots and other athletic shoes). Diadora also commercialises football balls in the US market.

Origins and development

Diadora was founded in 1948 by Marcello Danieli, who first began working in the trade as a young boy. He called his company "Diadora" a name suggested by a friend. The word comes from the name given by the Greeks of Byzantium to the Dalmatian town of Zadar. Originally called "de ladera" or "from Zadar," it was mistakenly copied and translated from Dalmatian to Latin, becoming, along the way "Diadora." Danieli, helped by his wife, managed to successfully 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.

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. Other high-profile football players under Diadora sponsorship have included George Weah, Roberto Baggio, Giuseppe Signori, Francesco Totti, Roy Keane and Antonio Cassano.

The 2000s

Diadora Mythos Axeler running shoes

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, Hong Kong, and Macau to manufacture, design, promote, distribute, and sell products bearing the brand in those countries.

In June 2009, Diadora reached an agreement with Italian shoe-making company Geox's founder and chairman Mario Moretti Polegato to buy its assets through his family's investment arm, LIR.

Since then, Diadora has sponsored several football clubs to provide them team uniforms, such as Norwegian Eliteserien clubs, Viking FK and FK Bodo/Glimt.