The Brand:
Diadora is an Italian sneaker and apparel manufacturer. The company specializes in athletic shoes, clothing and fashion accessories. The company has offices in Italy, the United States and Hong Kong. Diadora is the only Italian athletic sneaker and apparel company that still manufacturers their products in Italy.
History:
Marcello Danieli was the founder of Diadora. Danieli was born in the town of Caerano San Marco, an area nestled on the western slope of the Montebulluna hills. This region of Italy is renowned for being the manufacturing hub of mountain climbing boots for the Italian soldiers during World War I.
Danieli was not old enough to enlist during World War I. Times were tumultuous for the people of Italy and Danieli knew he had to help support his family. Danieli ended up leaving grammar school early to become a shoemaker. Not too long after entering the trade, Danieli’s skills were quickly recognized and he soon became the most sought after shoe craftsman in the area.
In 1948, Italy was on the brink of yet another World War. Unemployment was rampant in the country and civil unrest was growing. Despite all of this, Danieli was determined to hone his shoe making skills and launch his own business. When Italian athlete Gino Bartali won the Tour de France that same year, there was renewed optimism within the country as a whole. Danieli seized upon this moment and took the opportunity to launch Diadora.
Danieli, with help from his wife, managed to successfully launch his first product, mountain climbing boots. The boots were handcrafted of high quality materials and quite durable. It was this reputation for excellence and quality that helped the company to grow and become a familiar name throughout the Italian market.
Diadora made leaps and bounds over the years. The company branched out from their hiking boot roots and began to manufacture high-quality ski boots, walking shoes, tennis shoes, cycling and soccer cleats.
Diadora was acquired by Invicta on June 30, 1998. Invicta is a recognized leader in the manufacture of outdoor gear. They specialize in backpacks, travel bags, apparel, accessories and footwear.
