World Famous Brand DIADORA: Fashion Lifestyle

Founded in 1948, the Diadora brand was the best workshop for climbing and walking shoes in the market. These products were later known as prototypes for hiking boots and ski boots.

In the 1960s, after purchasing some important US patents, Diadora began to enter the field of sports products; Diador is committed to providing advanced and high-quality solutions. The economic recovery during the period has helped the company to grow rapidly and has allowed it to maintain its pursuit of high quality while industrializing the production process.

In the 1970s, the rapid development of sports specialization gave birth to the concept of sporting goods market. Important sports champions became the brand's spokesperson. Diadora is the leader of this change, he began to pay attention to the needs of athletes from the technical level of products, and promoted the development of footwear design to modernization and comfort. The Diadora brand became the leader in the tennis sports market. Later, he began to work with football players and track and field champions. When the sport became a popular culture phenomenon, Diadora's products also entered the leisure field. His sponsorship was very effective; by the mid-1970s, more than 3 million pairs of Diadora footwear were sold, involving 3,500 points of sale in 45 different countries. The champion spokesperson improved Diadora’s reputation in the world, making it synonymous with success, Italian style and perfection.

In the 1980s, the company continued to develop in its sponsored “traditional” sporting events such as tennis, track and field football, and also entered other fields such as cycling, basketball, volleyball, car racing, sailing, boxing, and motorcycle racing. . Cooperation with the top players in the sports industry also brought responsibility to Diadora. So the company established the Diadora Research Center (DRC). The center has the most innovative working group of the time: footwear engineers, experts from the Milan Biotechnology Engineering Center. And plastic surgeons. The advantages of this innovative technology-scientific cooperation model bring with it superior design methods that make this brand unique even today.

In the 1990s, Diadora collaborated with the latest top champions to experiment with more advanced new technology solutions and create a more modern and distinctive style.

Today, Diadora's production is still focused on the sports industry, such as tennis, football, running and cycling. At the same time, it also maintains its outstanding brand value through the retro series and high d.lux product series. The Diadora technology certificate's value and reputation, product innovation and evolving style have enabled the company to perform well in the world sportswear and clothing market.

Diadora has recently sold its Invicta section to enable it to focus more on its core business, the part of sports technology.

tennis

In 1972, Diadora accepted the challenge of a large international brand and broke into the tennis market. In the design of footwear used in this sport, high-quality, high-performance leather and materials were first used.

Martin Mulligan, an Italian-Australian athlete, won the championship three times in the Foro Italico competition and became the first professional spokesperson for Diadora. With his help, the Diadora brand entered the tennis world and gained widespread popularity. The first Mullian shoes he launched in 1974 have been used on the tennis court until the late 1980s. After that, some international tennis superstars also became partners of Diadora. Through the cooperation with Bjorn Born, five times from 1976 to 1980, with Wimbledon Tennis Championships, Diadora quickly became the leading brand in the international tennis market.

In his 1977-1989 shoe catalog, he included the legendary 225 Borg Elite from 1979 to 1986 and 234 Bojorn Borg from 1977 to 1983. Between 1975 and 1979, Guillermo Vilas wore Diadora's sneakers.

Diadora has been active from Pat Cash, Boris Becker, Chris Lewis, John Alexander, Goran Ivanisevic, Jim Courier, Guga Kuerten, Jennifer Capriati, Marc Rosset to today’s champions: Ivan Ljubicic, David Ferrer, Gaston Gaudio, Nicolas Kiefer and Francesca Schiavone At the forefront of the world clay tennis tournament.

football

Diadora has been involved in the football field since 1977 and has grown rapidly through cooperation with well-known teams and champions. Roberto Bettega is Diadora's first spokesperson for the sport category. He put on the Diadora brand for the first time in the 1978 World Cup in Argentina. Following him, Diadora won the trust of other football stars. Including Zico, the "Brazil" edition designed for him became Diadora's annual classic series of continuous improvements. These also promote the continuous development of Diadora in the world sports brand.

The success of the Diadora brand in the football field is largely due to the Italian national team (Blue Corps): Marco Tardelli, Antonio Cabrini and Giancarlo Antognoni. These great champions are wearing Diadora's blue sportswear; in addition, Marco Van Basten, Beppe Signori, Pierlulgi Casiraghi, John Barnes, Jose Gardiola, Vincenzo Scifo, Roberto Baggio (Robert Baggio), Frank Rijkaard, George Weah, Claudio Caniggla, and Paul Goigne also promoted Diadora's development in this world's top field.

Today, football players wearing Diadora products include: Francesco Totti (Totti), Filippo Inzaghi, Cristian Brocchi, Christian Panucci, Amantino Mancini, Eugenio Corni, Simone Barone, Andrea Barzagli, Guiliano Giannichedda, Roy Keane, Martin Jorgensen, Kakha Kalazde and Dejan Stankovic.

Other top teams, such as the technical sponsorship of the Roma team, the Scottish national team and the Hanover 96 team, are also part of Diadora's strategy.

Diadora's activities in the football world involve various levels: the company not only provides support to outstanding football players, but also sponsors the best referees and technicians in Italian football; it strengthens its cooperation with Pierluigi Collina of the Italian Referee Association and its cooperation with Fabbio Cappelo.

track and field

Running shoes and track shoes originally appeared as a supplement to tennis training shoes.

The first "training" type was produced in the 1974 series and was endorsed by Giuseppe Gentle, the holder of the triple jump world record.

In 1976, the first professional track and field shoes were produced (for speed races, middle distance races and long jumps).

In 1979, the cooperation with Venanzio Ortis and Gabriella Dorio allowed professional and training shoes to be further developed.

In 1981, U.S. hurdler Edwin Moses joined the Diadora family, and in 1983 he named the "Royal King" training shoes and mid-range/hurdle shoes, known as the "Edwin Moses World Cup." At the same time, the new champions also joined Diadora's team: They are Tony Campbell, Stefano Mei, Sebastian Coe, Marlene Ottey, Samuel Matete, Ben Johnson, Carlos Mercenario, Alessandro Andrei, Paul Ereng, Salvatore Antibo, Billy Konchellah, Italian national track and field Teams, Robert De Castella, Hassiba Boulmerka, Salvatore Bettiol, Gelindo Bordin and Francesco Panetta.

Afterwards, the company conducted technical cooperation with the winner of the 1988 Seoul Olympic gold medallist Gelindo Bordin and European champion Panetta, ensuring that Diadora running shoes conform to the anatomy principle, and that it is highly technical and protective. The variety of options he offers can satisfy the needs of all runners. In addition, Diadora also sponsored several marathons.

bicycle

In the early 1980s, Diadora enthusiastically entered the field of professional cycling.

Giovani Battaglin, Vuelta and the 1981 Italian Tour Championship are the first cyclists to wear Diadora. Other athletes include: Francesco Moser, Moreno Agentin, Marino Lejarreta, Maurizio Fondriest, Gianni Bugno, Tony Rominger, Alex Quelle, Johan Musseeuw, Rolf Sorensen, Mario Cipollini, Eugenio Berzin, Andrel Tchimil, Danilo Di Luca and Igor Astarloa.

Just recently, Diadora has also entered into cooperation agreements with top teams such as MTB-level Vrdestain-Cannondale and Road Race's Barloworld Team. The Trevisco brand is known as the official technical sponsor of two large professional cycling events.

Diadora is now part of the Italian Tournament and it manufactures and supplies official sports shoes for the race and outside the race: this is a new product area.

Other sports

With a keen interest in various sports, Diadora has also been involved in many other sports over the years, special products and models have been specially designed for each sport: Auto Racing (Ayrton Senna, Alain Prost, Niki Lauda, ​​Gerhard Berger), Motorcycles Games, volleyball, handball, basketball, squash, badminton, golf, boxing, sailing, rowing, gymnastics, wrestling and rugby. It also provided technical sponsorship for Benetton Treviso.