18 August 2016 18:00:00
Diadora: Victory is not everything
Italian athletic footwear brand with rich history which conquered the fashion Olympus
After WWII in 1948 Marcello Danieli began producing mountaineering boots in a small workshop located in the Italian province of Veneto. On his friends’ advice he called them Diadora which means “to share gifts and honours” in Greek. Such approach is still reflecting brand’s policy.
His business took off because the mountain climbing boots he produced had an excellent quality and became a familiar to everyone in Italy. In the early 60’s purchasing die-cutter in the USA Daniel with his expanded production entered the market. Then not only mountain climbing boots were produced but also ski boots. In 1966 brand’s logo appeared – a “5 balls” symbol referring to the Olympic Games as aiming at sports achievements. In the late 60’s brand’s collection was extended by various shoe models for doing sport.
Following two decades were the time of Diadora’s success. Concluding the contract with a famous tennis player Björn Borg the company stormed into the professional tennis while spreading Italian athletic fashion out. That’s how athletic uniform became a part of bohemian style.
In 1978 Diadora came from a tennis courts to a football stadiums. Roberto Bettega was the first football player to cooperate with the company. Afterwards the whole Italian national team performed in brand-new kit by Diadora. The company started production of clothing and footwear for professional volleyball, basketball, track and field athletics, motocross and pentathlon. Many Diadora’s athletes became not just sport but fashion icons. In 1984 the company launched the legendary B.B. Elite sneakers dedicated to Björn Borg.
The last decade of the XX century Diadora continued cooperation with the famous sportsmen: Roberto Baggio, Chrisitan Vieri, Goran Ivanišević and others. It was a good experience to experiment with technical materials, construction and shape creating new shoe models. On that occasion Diadora instituted its own research centre CRD (Diadora Research Centre) where shoemakers, technologists and orthopedists work on shoe models development.
Fresh look at classic
Entering a new century designers decided to look back running their eyes over 50 years Diadora’s history. Heritage line including famous brand’s silhouettes was the result. Now the company is cooperating with popular streetwear brands launching capsule collections for the true fans of stylish and high-quality athletic footwear. One of such project was Diadora N9000 model made with Extra Butter store from New-York.
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