Diadora

Diadora is an Italian sportswear and footwear manufacturing company based in Caerano di San Marco (Veneto), subsidiary of Geox, founded in 1948. Diadora produces football boots and athletic shoes, as well as a range of apparel that includes t-shirts, polo shirts, hoodies, jackets, leggings, shorts, and compression garments. Diadora also commercializes football balls in the US market. In 2020, Geox filed for bankruptcy in Canada.

History

Origins and development

Diadora was founded in 1948 by Marcello Danieli. The name of the company is a likely development of de Iadera ('from Zadar', Iadera being the ancient name of the Dalmatian town). Danieli managed to launch his first product, mountain climbing boots.

The mid-1970s also marked Diadora's entry into the football category, aided by Roberto Bettega, who provided consulting information. The company also added the tennis market, signing endorsement agreements with Björn Borg.

The 1980s and 1990s

AC Milan striker Marco van Basten became the face of the company in the late 1980s, and launched his own personalized football boots, the San Siro Van Basten. Juventus striker Roberto Baggio became the face of the company in the 1990s, and launched his own personalized football boots, the Matchwinner.

Diadora also dabbled with rugby union, making the kits for Otago Rugby Union in New Zealand. The Diadora Otago jersey is one of the rarest and most sought after rugby jersey in the world.

In the 1990s, Diadora was also the official kit supplier of several Italian football clubs, including AS Roma for three seasons, between 1997 and 2000.