Typography

 

 

The Diadora story is largely a part of Italian history. Diadora is one of the only Italian athletic footwear and apparel manufacturers to still make product in Italy-a tradition that began in 1948 when the company's founder Marcello Danieli, first began working in the trade as a young boy.

It all began in the center of the Trevigiani hills in an area known as Montello. Nestled on the western slope of the Montebulluna hills in the town of Caerano San Marco, birthplace of Marcello Danieli.

During W.W.I, many divisions of the Italian army were stationed in Montello and the surrounding areas, requiring constant supplies of both food and clothing. The local citizens were more than happy to provide the soldiers with whatever was needed to help put an end to the war. Although this area is now famous for the production of athletic footwear and apparel, its history began with the manufacturing of an all-important army supply: mountain climbing boots.

 

During this time, Marcello Danieli, not yet old enough to enlist, was a busy young man. After only a short time in school, Marcello left to support his family, as was the custom for male children. His chosen occupation was shoemaking. He fast became the most sought after craftsman in the area, bringing to the ancient art, a passion and great desire for the knowledge, creativity, and invention.

Over the next three decades, Danieli honed and polished his skills in shoemaking. In 1948, Italy was struggling out of the dark tunnel of yet another World War. Vast unemployment and violent ideological clash between the North and South marked a period of sadness and threatened the outbreak of civil war.

It hardly seemed the backdrop for adventurism, but when Gino Bartali won the Tour de France, it signified a win for all of Italy, and prompted optimism throughout the country. Marcello Danieli's contribution to his country's healing and building was to put his vast experience in shoe making to work by setting up his own business.

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 Dalmation town of Zadar. Originally called "de ladera" or "from Zadar," it was mistakenly copied and translated from Dalmation to Latin, becoming, along the way "Diadora."

Armed with needle, thread, ambition, and determination, Danieli, helped by his wife, managed to successfully launch his first product, mountain climbing boots. During the fifties, a reputation for excellence and quality helped the company to grow and become a familiar name throughout the Italian market. During the economic boom of the sixties, 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, always adhering to his self-imposed criteria: elegance, comfort, performance, durability. Continued high standards deepened the public's faith in his product, and DIADORA was rewarded with increasing sales.

When plastic was introduced to ski boot manufacturers, Danieli stopped producing them not because he lacked the technical innovation, but because using plastic meant the value of handcrafting was lost, and he had no intention to concentrate apres-ski boots which rely, even today, on the unique top qualities of hand-finishing.

Next, DIADORA introduced walking shoes and shortly thereafter, tennis shoes. With the seventies 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 Vilas, Mulligan, and the legendary Bjorn Borg.

The mid-seventies also marked DIADORA's entry into the soccer category, aided by Roberto Bettega, who provided invaluable consulting information.

The continual expansion of shoe production and the technical research in new products were also the result of changes within the company. Danieli's sons, Pierluigi, Roberto, and Diego became actively involved in the business up until June 30, 1998.

On June 30, 1998, DIADORA was acquired by INVICTA. INVICTA is a leader in outdoor gear with a core business in backpacks, travel bags, apparel, accessories, and footwear.

DIADORA maintains a very close relationship with top athletes who wear DIADORA shoes. All DIADORA champions are actively involved with the business, providing advice, comments and suggestions.

Like DIADORA, the athletes that wear their shoes are the champions of yesterday, today and tomorrow. DIADORA does not boast a fabricated history, but a story of authenticity... a legitimate tale of a family business that started in Italy, grew in Italy, and is still proud to be manufacturing in Italy.

Diadora & the world cup

Between the 70’s and the 80’s the best football in the world has Diadora written on it.
First came great champions of the likes of Bettega, Cabrini e Zico.


The company starts in great style the sponsorships era, that helps the brand reach unexpected success worldwide: the very finest sportsmen wear just Diadora.


The Diadora journey in the football world began in 1977 and evolved rapidly thanks to all the work done en route with great teams and champions.


Roberto Bettega was the sport’s first testimonial and was also the first to wear Diadora during the Argentina 1978 World Cup. After Bettega, Diadora earned the trust of other champions like Zico who then gave the company yet another push worldwide with the "Brasil" model, a Diadora collection classic, revamped and perfected year after year, a longlasting success that still represents one of the best styles in the field.


After the world cup victory durino the Spanish editino of the cup in 1982, Diadora touched new heights thanks to testimonials such as Giancarlo Antognoni, Giuseppe Dossena, Daniele Massaro and Giovanni Galli, and new national heroes like Marco Tardelli and Antonio Cabrini. Diadora accompanied every Italian adventure during the World Cups of Mexico 1986, durino the Italian "magic nights" in 1990, and up to the grand final in 1994, supplying the whole national team with their uniforms.


Many other great champions stepped into our family during the year, and they contributed to our brand’s affirmation on the market as one of the leading companies.

European Footballers of the Year Marco Van Basten, Gorge Weah and Roberto Baggio, are among them, together with many other champions such as Faustino Asprilla, Beppe Signori, John Barnes, Josè Guardiola, Vincenzo Scifo, Marc De Grijse, Frank Rijkaard, Walter Zenga, Stefano Tacconi, Nela, Di Bartolomei, Paolo Maldini, Roberto Donadoni, Rizzitelli, Caniggia, Dino Baggio, Casiraghi, Crippa, Marco Simone, Riedle, Petrescu and Shalimov up to today, with Vieri, Recoba, Roy Keane, Filippo Inzaghi and Francesco Totti

 

Comments (4)

  1. Guest
  1. Christiane

Normally I don't read article on blogs, however I wish to say that this write-up very pressured me to <br />try and do it! Your writing taste has been amazed me.<br /><br />Thanks, very great article.<br /><br />My web page :: sell gold nj; georgesenterprises.com: http://www.georgesenterprises.com/?option=com_k2&;view=itemlist&task=user&id=68988,

 
  1. Guest
  1. Christiane

Normally I don't read article on blogs, however I wish to say that this write-up very pressured me to <br />try and do it! Your writing taste has been amazed me.<br /><br />Thanks, very great article.<br /><br />My web page :: sell gold nj; georgesenterprises.com: http://www.georgesenterprises.com/?option=com_k2&;view=itemlist&task=user&id=68988,

 
There are no comments posted here yet

Leave your comments

Posting comment as a guest. Sign up or login to your account.
Attachments (0 / 3)
Share Your Location
Type the text presented in the image below

LATEST FOOTBALL KITS

Liverpool 2018/19 New Balance Home kit

Liverpool 18/19 New Balance Home kit

Liverpool FC's new 2018-19 home kit by New Balance has been revealed. The redesigned strip for next term retains the hugely popular retro styling and…
Chile 2018 Nike Away Kit

Chile 2018 Nike Away Kit

This is the new Chile 2018 Away football shirt by Nike. The graphic on La Roja’s away jersey was inspired by the Andean condor, Chile’s national bird…
Chile 2018 Nike Home Kit

Chile 2018 Nike Home Kit

This is the new Chile 2018 Home football shirt by Nike. Chile’s bright red not only informs the byname for the National Team, but also serves as the…
Botafogo 2018 Topper Third Kit

Botafogo 2018 Topper Third Kit

This is the new Botafogo 2018 third football shirt by Topper. The new third kit will be used during the 2018 Campeonato Brasileiro Série A which is…
Botafogo 2018 Topper Away Kit

Botafogo 2018 Topper Away Kit

This is the new Botafogo 2018 away football shirt by Topper. The new away kit will be used during the 2018 Campeonato Brasileiro Série A which is the…
Botafogo 2018 Topper Home Kit

Botafogo 2018 Topper Home Kit

This is the new Botafogo 2018 home football shirt by Topper. The new home kit will be used during the 2018 Campeonato Brasileiro Série A which is the…
Aldershot Town 18/19 Adidas Home Kit

Aldershot Town 18/19 Adidas Home Kit

Aldershot Town FC launched their new 2018-19 Adidas home shirt. The bepoke home shirt is a classic Shots design in red and blue, once again featuring…
Bahia 2018 SK1 Umbro Nations Shirt

Bahia 2018 SK1 Umbro Nations Shirt

The Bahia 2018 "SK1" Umbro football shirt is part of the Umbro Nations collection which celebrates the 2018 World Cup. This Esporte Clube Bahia shirt…
Avaí 2018 Lion Bleu Umbro Nations Shirt

Avaí 2018 Lion Bleu Umbro Nations Shirt

The Avaí 2018 "Lion Bleu" Umbro football shirt is part of the Umbro Nations collection which celebrates the 2018 World Cup. This Avaí shirt pays…

Cruzeiro 2018 Blár Víkingur Umbro Nations Shirt

The Cruzeiro 2018 "Blár Víkingur" Umbro football shirt is part of the Umbro Nations collection which celebrates the 2018 World Cup. This Cruzeiro…
Gremio 2018 Charrúa Umbro Nations Shirt

Gremio 2018 Charrúa Umbro Nations Shirt

The Gremio 2018 "Charrúa" Umbro football shirt is part of the Umbro Nations collection which celebrates the 2018 World Cup. This Gremio shirt pays…
Atlético Paranaense 2018 El Huracán Umbro Nations Shirt

Atlético Paranaense 2018 El Huracán Umbro Nations Shirt

The Atlético Paranaense 2018 "El Huracán" Umbro football shirt is part of the Umbro Nations collection which celebrates the 2018 World Cup. This…
Santos 2018 The Kingdom Umbro Nations Shirt

Santos 2018 The Kingdom Umbro Nations Shirt

The Santos FC 2018 "The Kingdom" Umbro football shirt is part of the Umbro Nations collection which celebrates the 2018 World Cup. This Santos shirt…
Chapecoense 2018 La Pasión Umbro Nations Shirt

Chapecoense 2018 La Pasión Umbro Nations Shirt

The Chapecoense 2018 "La Pasión" Umbro football shirt is part of the Umbro Nations collection which celebrates the 2018 World Cup. This Chapecoense…
Colombia 1990 Adidas Originals Home Replica Jersey

Colombia 1990 Adidas Originals Home Replica Jersey

Celebrating the world's top football competition, this Colombia 1990 Adidas Originals Home Replica Jersey is an exact copy of the uniforms worn by…
Santos 2018 Umbro Away Kit

Santos 2018 Umbro Away Kit

This is the new Santos FC 2017 away football shirt by Umbro. After six years, Umbro are back with Santos, the club with which they won several…
Santos 2018 Umbro Home Kit

Santos 2018 Umbro Home Kit

This is the new Santos FC 2018 home football shirt by Umbro. After six years, Umbro are back with Santos, the club with which they won several…
Flamengo 2018 Adidas Home Kit

Flamengo 2018 Adidas Home Kit

This is the new Clube de Regatas do Flamengo 2018 home shirt by Adidas. The new home kit will be used during the 2018 Campeonato Brasileiro Série A…
Qatar 2018 Nike Home Kit

Qatar 2018 Nike Home Kit

This is the new Qatar 2018 home football shirt by Nike. This 2018 Qatar Stadium Home Football Shirt is made from breathable, sweat-wicking fabric to…
Spain 1994 Adidas Originals Home Replica Jersey

Spain 1994 Adidas Originals Home Replica Jersey

This Spain jersey is an authentic replica of the Spain 1994 USA kit. The original tricot fabric and trims have been faithfully re-created stitch by…