Diadora Shoes and Apparel

Diadora is a legendary Italian athletic brand founded in 1948 by Marcello Danieli in the Veneto region, an area world-renowned for footwear manufacturing. Initially starting as a laboratory for making mountain boots, the brand evolved into a leader in sports performance, particularly gaining global recognition during the 1970s and 80s through associations with athletes like Björn Borg and Roberto Baggio.

Today, Diadora maintains a dual manufacturing strategy. Its 'Heritage' and 'Made in Italy' lines continue to be crafted within the original Caerano di San Marco district to preserve artisanal quality. However, the majority of its broader lifestyle and commercial sportswear collections are manufactured in modern facilities throughout East Asia, including China and Vietnam, to meet global demand.

Ownership of the brand has transitioned through major corporate hands over the decades. Since 2009, Diadora has been under the ultimate ownership of LIR S.r.l., which is the holding company owned by the Moretti Polegato family. This family is famously known for also founding and owning Geox. This ownership has revitalized the brand, focusing on a return to its Italian sporting roots and sustainable innovation.