Diadora is an Italian

sportswear Sportswear or activewear is clothing, including footwear, worn for sport or physical exercise. Sport-specific clothing is worn for most sports and physical exercise, for practical, comfort or safety reasons. Typical sport-specific garments ...

and

footwear Footwear refers to garments worn on the feet, which typically serves the purpose of protection against adversities of the environment such as wear from ground textures and temperature. Footwear in the manner of shoes therefore primarily serves th ...

manufacturing company based in Caerano di San Marco (

Veneto Veneto (, ; vec, Vèneto ) or Venetia is one of the 20 regions of Italy. Its population is about five million, ranking fourth in Italy. The region's capital is Venice while the biggest city is Verona. Veneto was part of the Roman Empire unt ...

), subsidiary of

Geox Geox is an Italian brand of shoe and clothing manufactured with waterproof/breathable fabrics. Corporate history The company was founded in 1995 by Mario Polegato. The brand name, Geox, was created from a mixture between the Greek word “g ...

, founded in 1948. Diadora produces

football boot Football boots, called cleats or soccer shoes in North America, are an item of footwear worn when playing association football. Those designed for grass pitches have studs on the outsole to aid grip. From simple and humble beginnings football ...

s and

athletic shoes Sneakers (also called trainers, athletic shoes, tennis shoes, gym shoes, kicks, sport shoes, flats, running shoes, or runners) are shoes primarily designed for sports or other forms of physical exercise, but which are now also widely used fo ...

, as well as a range of apparel that includes

t-shirt A T-shirt (also spelled tee shirt), or tee, is a style of fabric shirt named after the T shape of its body and sleeves. Traditionally, it has short sleeves and a round neckline, known as a ''crew neck'', which lacks a collar. T-shirts are general ...

polo shirts A polo shirt, tennis shirt, golf shirt, or chukker shirt is a form of shirt with a collar. Polo shirts are usually short sleeved but can be long; they were used by polo players originally in India in 1859 and in Great Britain during the 1920s. ...

hoodie A hoodie (in some cases spelled hoody and alternatively known as a hooded sweatshirt) is a sweatshirt with a hood. Hoodies with zippers usually include two pockets on the lower front, one on either side of the zipper, while "pullover" hoodies ...

jacket A jacket is a garment for the upper body, usually extending below the hips. A jacket typically has sleeves, and fastens in the front or slightly on the side. A jacket is generally lighter, tighter-fitting, and less insulating than a coat, which ...

leggings Leggings are several types of leg attire that have varied through the years. Modern usage from the 1960s onwards has come to refer to elastic close-fitting high-rise garments worn over the legs typically by women, such as leg warmers or tights. ...

shorts Shorts are a garment worn over the human pelvis, pelvic area, circling the waist and splitting to cover the upper part of the legs, sometimes extending down to the knees but not covering the entire length of the leg. They are called "shorts" b ...

, and

compression garment Compression garments are pieces of clothing that fit tightly around the skin. In medical contexts, compression garments provide support for people who have to stand for long periods or have poor circulation. These come in varying degrees of co ...

s. Diadora also commercialises

football Football is a family of team sports that involve, to varying degrees, kicking a ball to score a goal. Unqualified, the word ''football'' normally means the form of football that is the most popular where the word is used. Sports commonly c ...

balls in the US market.Balls
on Diadora Soccer, 15 August 2020

History

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

Dalmatia Dalmatia (; hr, Dalmacija ; it, Dalmazia; see #Name, names in other languages) is one of the four historical region, historical regions of Croatia, alongside Croatia proper, Slavonia, and Istria. Dalmatia is a narrow belt of the east shore of ...

n town of

Zadar Zadar ( , ; historically known as Zara (from Venetian and Italian: ); see also other names), is the oldest continuously inhabited Croatian city. It is situated on the Adriatic Sea, at the northwestern part of Ravni Kotari region. Zadar serv ...

. Originally called "de ladera" or "from Zadar," it was mistakenly copied and translated from Dalmatian to Latin, becoming, along the way "Diadora."Empresa
on Diadora website (in Spanish) Danieli, helped by his wife, managed to successfully launch his first product,

mountain climbing Mountaineering or alpinism, is a set of outdoor activities that involves ascending tall mountains. Mountaineering-related activities include traditional outdoor climbing, skiing, and traversing via ferratas. Indoor climbing, sport climbing, a ...

boots. The mid-1970s also marked Diadora's entry into the

category, aided by

Roberto Bettega Roberto Bettega (; born 27 December 1950) is an Italian former footballer who played as a forward. A prolific and athletic player, Bettega is mostly remembered for his successful time at his hometown club Juventus, where he won several titles a ...

, who provided consulting information. The company also added the

tennis Tennis is a racket sport that is played either individually against a single opponent ( singles) or between two teams of two players each ( doubles). Each player uses a tennis racket that is strung with cord to strike a hollow rubber ball ...

market signing endorsement agreements with

Björn Borg Björn Rune Borg (; born 6 June 1956) is a Swedish former world No. 1 tennis player. Between 1974 and 1981, he became the first man in the Open Era to win 11 Grand Slam singles titles with six at the French Open and five consecutively at Wimb ...

AC Milan Associazione Calcio Milan (), commonly referred to as AC Milan or simply Milan, is a professional football club in Milan, Italy, founded in 1899. The club has spent its entire history, with the exception of the 1980–81 and 1982–83 seasons ...

striker

Marco van Basten Marcel "Marco" van Basten (; born 31 October 1964) is a Dutch football manager and retired professional player, who played for Ajax and AC Milan, as well as the Netherlands national team, as a striker. Widely regarded as one of the greatest pl ...

became the face of the company in the late 1980s, and launched his own personalized

s, the San Siro Van Basten. Other high-profile football players under Diadora sponsorship have included

George Weah George Tawlon Manneh Oppong Ousman Weah (; born 1 October 1966) is a Liberian politician and former professional footballer who is the incumbent president of Liberia, in office since 2018. Prior to his election to the presidency, Weah served a ...

Roberto Baggio Roberto Baggio (; born 18 February 1967) is an Italian former professional footballer who mainly played as a second striker, or as an attacking midfielder, although he was capable of playing in several offensive positions. He is the former pre ...

Giuseppe Signori Giuseppe "Beppe" Signori (; born 17 February 1968) is an Italian former professional footballer who played as a forward. He played for several clubs in Italy throughout his career, and also had spells in Greece and Hungary with Iraklis Thessal ...

Francesco Totti Francesco Totti (; born 27 September 1976) is an Italian former professional Association football, footballer who played solely for A.S. Roma, Roma and the Italy national football team, Italy national team. He is often referred to as ''Er Bim ...

Roy Keane Roy Maurice Keane (born 10 August 1971) is an Irish football pundit, coach and former professional player. He is the joint most successful Irish footballer of all time, having won 19 major trophies in his club career, 17 of which came during ...

and

Antonio Cassano Antonio Cassano (; born 12 July 1982) is an Italian former professional footballer who played as a forward. A talented and technically gifted player, he was usually deployed as a supporting forward, but could also play as an attacking midfield ...

. While between 1997 and 2000, Diadora was the official kit supplier of

A.S. Roma ' (''Rome Sport Association''), commonly referred to as Roma (), is a professional football club based in Rome, Italy. Founded by a merger in 1927, Roma has participated in the top tier of Italian football for all of its existence, except for ...

The 2000s

In early 2000's Diadora was the official kit supplier of several Italian football clubs, with the most notable being

, between 2003 and 2007. 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 China, officially the People's Republic of China (PRC), is a country in East Asia. It is the world's most populous country, with a population exceeding 1.4 billion, slightly ahead of India. China spans the equivalent of five time zones and ...

Hong Kong Hong Kong ( (US) or (UK); , ), officially the Hong Kong Special Administrative Region of the People's Republic of China ( abbr. Hong Kong SAR or HKSAR), is a city and special administrative region of China on the eastern Pearl River Delt ...

, and

Macau Macau or Macao (; ; ; ), officially the Macao Special Administrative Region of the People's Republic of China (MSAR), is a city and special administrative region of China in the western Pearl River Delta by the South China Sea. With a pop ...

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

'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 Viking Fotballklubb, commonly known as Viking or Viking Stavanger internationally, is a Norwegian football club from the city of Stavanger. The club was founded in 1899. It is one of the most successful clubs in Norwegian football, having won 8 ...

, FK Bodo/Glimt, and

I-League The I-League (known as Hero I-League for sponsorship ties with Hero MotoCorp) is the second-tier men's professional football competition of the Indian football league system. It is currently contested by 12 clubs across the country with the w ...

side Rangdajied United.Rangdajied United profile
''Facebook.com''. Retrieved 30 June 2021 In this last season 2021/2022 Diadora Launched in Canada and sponsoring Dynamo de Candiac Club. From the 2022–2023 season, Diadora become the new technical supplier of

Giresunspor Giresunspor Kulübü is a Turkish professional football club based in Giresun. It was founded in 1925 and re-formed in 1967 after the merger of Yeşiltepespor, Akıngençlikspor, and Beşiktaşspor. The football club is playing in the Turkish S ...

at the

Süper Lig The Süper Lig (, ''Super League''), officially known as Spor Toto Süper Lig for sponsorship reasons, is a Turkish professional league for association football clubs. It is the top-flight of the Turkish football league system and is run by the ...

, and also

Mağusa Türk Gücü Famagusta ( , ; el, Αμμόχωστος, Ammóchostos, ; tr, Gazimağusa or ) is a city on the east coast of Cyprus. It is located east of Nicosia and possesses the deepest harbour of the island. During the Middle Ages (especially under t ...

Northern Cyprus Northern Cyprus ( tr, Kuzey Kıbrıs), officially the Turkish Republic of Northern Cyprus (TRNC; tr, Kuzey Kıbrıs Türk Cumhuriyeti, ''KKTC''), is a ''de facto'' state that comprises the northeastern portion of the Geography of Cyprus, isl ...

KTFF Süper Lig The KTFF Süper Lig (English: CTFA Super League), formerly known as Birinci Lig ( literally ''First League'') is the top football league in Northern Cyprus. The league was founded in 1955 and is currently contested by 16 teams. At the end of ...

. Even from the same season Diadora will be present on the

Danish 1st Division The 1st Division (''1. Division'') is the second-highest football league in Denmark, also known as NordicBet Liga for sponsorship reasons. From 1945 to 1991 the 1. Division was the name of the highest level of football in Denmark. With the forma ...

like supplier of

Helsingør Helsingør ( , ; sv, Helsingör), classically known in English as Elsinore ( ), is a city in eastern Denmark. Helsingør Municipality had a population of 62,686 on 1 January 2018. Helsingør and Helsingborg in Sweden together form the northern ...

and

Vendsyssel Vendsyssel () is the northernmost traditional district of Denmark and of Jutland. Being divided from mainland Jutland by the Limfjord, it is technically a part of the North Jutlandic Island, but the name often used informally for the entire island. ...

at the NordicBet Liga. At March 2022 the n. 10 WTA Italian player

Martina Trevisan Martina Trevisan (; born 3 November 1993) is an Italian professional tennis player. Trevisan is the current Italian No. 1, has a career-high singles ranking of world No. 24 by the Women's Tennis Association (WTA), and in 2021 had a peak doubles r ...

has become new brand Ambassador.

References

External links

* {{Coord, 45.7812281, 12.0092107, display=title Geox Athletic shoe brands Clothing companies established in 1948 Sporting goods manufacturers of Italy Italian brands Sportswear brands Privately held companies of Italy Italian companies established in 1948 Shoe brands Shoe companies of Italy Companies based in Veneto 1980s fashion 1990s fashion 2000s fashion 2010s fashion Companies that filed for Chapter 11 bankruptcy in 2020