In 1984 Diadora was founded as an artisan’s laboratory for making mountain boots. These quickly established themselves as the best mountain and work boots on the market.
In the 1970s, Diadora was the first Italian company to develop a new concept of sports marketing, which involved the choice to have champions with wide appeal as our testimonials. Champions such as Bjorn Borg and Roberto Bettega are not just important figures in sports, but became true style icons. Sports became a clothes-related phenomenon as well, and the Diadora products crossed over from the realm of competitive sports to leisure, not only helping to write the sporting history of that period, but also to shape taste in that age of the new “lifestyle” market.
Since 2010, the path to renew Diadora has begun, and the company focuses on the factors that have made it over the years a point of reference for many: style and sports performance are the key words to its growth. Music as added to sports in the Olympus of style and the company’s collaborations remain firm atop these two worlds.
Diadora's SS15 Collection is now available in store and online