Diadora

Diadora is an Italian athletic footwear and apparel manufacturer, a tradition that began in 1948 when the company's founder, Marcello Danieli, first began working in the trade as a young boy.

He called his company "Diadora" a name suggested by a friend. In Greek, "dia dora" means "by means of gifts" which was appropriate, but probably not the origin of his friend's suggestion. More likely, it came 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."[1]

Danieli, helped by his wife, managed to successfully launch his first product, mountain climbing boots.[2] During the 1950s, a reputation for excellence and quality helped the company grow and become a familiar name throughout the Italian market.

During the economic boom of the 1960s, people began to enjoy prosperity and increased recreation. Skiing became popular and Danieli once again met the needs of the market by manufacturing ski boots and the first apres-ski boots.

Next, Diadora introduced running shoes and shortly thereafter, tennis shoes. With the 1970s came a young generation whose explosive interest in athletics initiated a boom in the sporting goods industry. Based originally on the renowned Italian artisan techniques, Diadora's shoes became more and more technologically advanced, thanks to cooperation from champions such as Guillermo Vilas, Martin Mulligan and Björn Borg.

The mid-'70s also marked Diadora's entry into the football category, aided by Roberto Bettega, who both provided invaluable consulting information. Diadora America is the #3 brand in the market share in football (soccer).

Diaroda had and currently have a number of high-profile football players under there sponsorship such as; George Weah, Roberto Baggio, Giuseppe Signori, Francesco Totti, Roy Keane and Antonio Cassano.