The Diadora story is largely a part of Italian history. Diadora is 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.

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.

In the 60’s, Diadora ventured into sport, gaining great success due to its high quality and advanced solutions. In the 70’s, as professional sport took off, Diadora became entrenched in the performance of elite athletes. Athletes such as Roberta Bottega, Marco Van Basten, Roberto Baggio, Zico, Bjorn Borg and George Weah all wore Diadora. Today, Diadora is endorsed by Champions such as Francesco Totti (AS Roma, Italy, 07 European Boot Award), Filippo Inzaghi & Damiano Cuneo. Ayrton Senna was also a prized Diadora athlete.

Diadora has always emphasized the technical aspect of product development, working in conjunction with its athletes, to create the ultimate in contemporary design and comfort.

Collaborating with some of the greatest names in global sport, led to the establishment of the DRC, Diadora Research Centre, boasting a highly innovative work team: shoe experts, experts from the Bio-engineering Centre in Milan, as well as polytechnic and orthopedic specialists.

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.