Diadora sneakers what brand. The history of the creation of the brand Diadora (diadora)

Diadora is an Italian company, manufacturer sportswear, shoes and accessories, based in Caerano di San Marco in the province of Treviso. Technical sponsor and uniform creator for the Italian Association of Referees.

The Diadora company is one of the oldest and most revered in Europe, and, perhaps, in the world.

And it all started with the war, the First World War. The foothills in the province of Veneto, from the River Piave to Montello, were a strategic front. It could not be divided between Italy and Austria. In order to meet the needs of the Italian army, in 1917, the production of military footwear was established in Veneto, which greatly contributed to the victorious outcome of affairs in favor of Italy.

The accumulated experience during the hostilities was actively applied in the post-war period in the production of boots and mountain boots. Soon the Montebelluna area established a landmark known throughout Italy as a product reference seen in an industrial context. In the light of these successes, almost immediately after the Second World War, thanks to the creative potential of Marcello Danielle, the Diadora brand was born.

In 1948, Diadora makes a huge impression on the entire Veneto region and then on the whole of Italy. During this period, the company is the best workshop for the production of mountain boots made by hand.

Marcello Danielle - the founder of the company chose the name Diadora on the advice of friends. The expression appeared in Italy at the beginning of 1900, the name of the historical sports society located in Lido, Venecia, which won a historical medal at the Olympic Games in Paris in 1924. The word comes from the Greek "dia-dora" which means "sharing success, sharing honors and gifts", it is this hidden meaning that will be embedded in the fundamental principles of the company.

Diadora is an Italian manufacturer of sportswear, footwear and accessories based in Caerano di San Marco in the province of Treviso. Technical sponsor and uniform creator for the Italian Association of Referees.

The Diadora company is one of the oldest and most revered in Europe, and, perhaps, in the world. And it all started with the war, the First World War. The foothills in the province of Veneto, from the River Piave to Montello, were a strategic front. It could not be divided between Italy and Austria. In order to meet the needs of the Italian army, in 1917, the production of military footwear was established in Veneto, which greatly contributed to the victorious outcome of affairs in favor of Italy.

The accumulated experience during the hostilities was actively applied in the post-war period in the production of boots and mountain boots. Soon the Montebelluna area established a landmark known throughout Italy as a product reference in an industrial context. In the light of these successes, almost immediately after the Second World War, thanks to the creative potential of Marcello Danielle, the Diadora brand was born.

Marcello Danielle - the founder of the company chose the name Diadora on the advice of friends. The expression appeared in Italy at the beginning of 1900, the name of the historical sports society located in Lido, Venecia, which won a historical medal at the Olympic Games in Paris in 1924. The word comes from the Greek language “dia-dora”, which means “sharing of success”, sharing of honors and gifts”, it is this hidden meaning that will be embedded in the fundamental principles of the company.

After the introduction new technology, such as press molding, whose patent was bought in America, Diadora has a leading position in the footwear industry. Now it was no longer only classic boots and mountain boots: Diadora is heading for the production of sports shoes, and launches ski boots. It was the first step towards mastering the sport, but after a while Diadora will become the standard of quality in the field of sports shoes. In 1966, the historic "five balls" emblem of the Diadora company saw the light, which gave style to the brand and reflected the influence sports. The rings on the emblem carried the spirit Olympic Movement, a symbol of the highest sporting achievements. During the existence of the company, the emblem has been modified four times, the final version of the logo was approved in the late 70s, but the basic principle of “five rings” was present in all four interpretations.

Since the 70s, Diadora has been involved in the creation new era, which is a turning point in sponsorship, as the benchmark has been the most

In 1976 on Olympic Games in Montreal, Diadora increased its influence in athletics, now the company collaborated not only with the running disciplines. Spikes designed for Guiseppe Gentile, three-time triple jump champion, have become a symbol of a new era.

In the same year, the company entered the world of football. Roberto Bettega was the first significant evidence of a long-term collaboration between the company and the athlete. The list of football players using Diadora shoes began to grow rapidly and the brand name became synonymous with quality and technical excellence in the sport. The result of sponsorship exceeded all expectations: the production of Diadora exceeded 3 million pairs, the company had more than 3,500 outlets in 45 countries around the world. Sports shoes, in particular tennis shoes, have become an integral part of the everyday life of ordinary people, especially enjoyed by young people.

Diadora continues her joint activities with great champions, experimenting with more advanced solutions and focusing on their own style, which is increasingly recognizable. One of the longest contracts of the nineties was signed with famous football player Robert Baggio. The collaboration lasted over 10 years from the start of Roberto's career to his farewell match. Diadora supported many other great athletes of that period: Marco Van Basten, Gorge Weah, Vialli and many others.

In the 80s, Diadora increased its influence in sports such as tennis, Athletics, football and expanded its activities to cycling, basketball, volleyball, motorsport, boxing, motorcycling, pentathlon. Here are some of the champions of the era wearing Diadora branded gear: Sebastian Coe, Niki Lauda, Francesco Moser, Edwing Moses, Moreno Argentin, Zico, Alain Prost and Airton Senna.

This was the era when sporting events began to be actively broadcast on television and the exploits of the great champions were conveyed to true sports fans, confirming the fame of the brand at the international level. In search of new technologies, Diadora collaborates with the Milan Bio-engineering Centre. The result of such cooperation is more and more advanced solutions in the production of professional footwear, which in turn are also used in the creation of everyday goods.

The 70-80s of the 20th century became a landmark in the development of the brand, it was the real heyday of the company. The main star of that time is the famous tennis player Björn Borg, a multiple winner of tournaments. grand slam, it was sponsored by the company.

For many decades, Diadora sneakers will be associated with this particular sport. A little later, there were Boris Bekker, Ivanisevic, Kuerten, E. Kafelnikov.

Diadora manufactures both limited editions and regular models at its factory in Caerano di San Marco in the province of Treviso. On the tongue there is an information that the model is made in Italy! It should be noted that handicraft is especially appreciated among collectors and fans of the brand. The rest of the production of Diadora, as a rule, is a regular collection, located in Asia. Quality control does not suffer from this.

Brand stores offer a wide selection of sportswear and shoes for every taste and budget. But the most demanding buyer narrows the choice of goods to a few units. Especially it concerns sports models. The price of popular fashion shoes in most cases does not justify the quality. The Italian brand Diadora can boast of an adequate ratio of cost and quality for sports goods.

The history of the emergence of a unique sports brand in Italy:

1917 In the Italian province of Veneto, the production of footwear for the military is born. This experience had a beneficial effect on the future of the city, and then the production was seriously engaged in the manufacture of boots and mountain boots. It became the pride of a small town, and its fame quickly spread throughout Italy.
1948 Thanks to the success of Montebelluna, the Diadora brand was born in the world. Its founder is Marcello Danielle. The word "diadora" in Greek means "sharing of honors and gifts" This was the name of a successful sports community in Venice in 1900. Initially, shoes under this brand were sewn in the laboratory of an artisan. Then they were made by hand only:
- mountain boots;
- work boots;
1960. Production is developing at a frantic pace, an American stamping machine is being bought. The emblem of the "five balls" of the company appeared, which identifies sports achivments. The choice of shoes is expanding:
- work boots;
- mountain boots;
- ski boots;
1970. The company is successfully developing, 3500 outlets have been opened in 45 countries of the world. Started making new shoes
- football boots;
- tennis shoes;
1980. The production technology is modernized and improved. Thus, attracting more and more buyers. the brand enters the world of tennis, athletics, football, cycling, basketball, auto and motorcycle racing, fencing. The company confidently began to conquer the whole world. More and more varieties of athletic shoes are being added.
1990. Thanks to successful activities, the Diadora Research Center is born. The best specialists and experts in their field gathered there. After that, TM Diadora Utility appears, and the production of work shoes and clothes of excellent quality has again become an integral part of the company's production.
year 2000. She became famous for long-term cooperation with many athletes.

Now the brand is one of the most popular sports brands in the world market. Popular brands owned Italian company are: Diadora, Invicta, Utility, Heritage.

Three main lines of production

During the long and thorny path of becoming one of the most popular trading companies, Diadora, which was famous only for the production of mountain, work and ski boots, expanded its production thousands of times. Now she is engaged in the production of not only shoes, but also clothes, accessories, as well as sports equipment.

Production

Of all the products that are made in the company Diadora, shoes are the most popular and sold. After all, it was created using the most modern technologies, and fully confirms the value for money.

Share:

for running;
football
tennis
cycling;

Depending on the needs of the buyer, it is made using certain technologies:

NET Breathing SystemTM. For running, tennis, football. This technology prevents water, moisture and dirt from entering the shoes.
Axeler WI5. For running. The technology is designed for a comfortable position of the foot.
Axel propulsion. For running and football. Technology guarantees the fastest possible progress.
Axeler 5 Evolution. For tennis. The technology provides maximum shock absorption.
microbe barrier. For running, tennis and football. The technology aims to remove bacteria using antibacterial treatment in the inner tissue.
Flex Rotax. For football. Designed with an innovative stud arrangement for comfortable foot movement.
DA, DA2, DA2plus (Double Action). For running, tennis, football. A shock-absorbing system is involved, which guarantees a minimum sensation of shock and other negative vibrations.
Duratech 5000. For running and tennis. A special wear-resistant rubber compound is used for rearfoot comfort.
power flow. For tennis. In such shoes, air exchange is increased.
Kangaroo leather (kangaroo leather). For football. Known for its waterproofness, softness, comfort and impact sensitivity.
ErgosNP. For football. A special anatomical lining was used for the most comfortable game.
Uni Tongue. For tennis. With breathable tongue.
Double Lace Keep. For tennis. A technology is used that does not allow the tongue to move.
touch control. For football. The used overlay serves for feeling of the maximum sensitivity of a ball.

Manufacture of clothing and accessories

This company produces sportswear for both women and men.

The classification is quite varied:

jackets;
t-shirts;
sport suits;
football uniform;
shorts;
volleyball uniform;
sweaters;
thermal underwear;
referee uniform;
trousers;
goalkeeper uniform;

All clothes are made according to special requirements and technologies.

For the manufacture of each item, high-quality hypoallergenic material is used.

Popular brand accessories classification:

balls;
bags;
scarves;
hats;
gloves;
guards;
underwear;
goods for Pilates;
yoga supplies;
goods for fitness;
pedometers;
weighting agents;

All these products are of professional quality and make life easier for the athlete.

Manufacture of exercise equipment and treadmills

Diadora Fitness manufactures sports products that are in demand among consumers.

Types of simulators:

electric treadmills;
electromagnetic exercise bikes;
elliptical trainers electromagnetic;
magnetic elliptical trainers;
spin bikes;
power complexes;

Advantages of sports goods of this brand:

low cost;
compactness;
production quality;
nice design;
usage modern technologies in production;

This equipment is intended for home use. A variety of programs allows both beginners and professionals to work on the simulator.

Target orientation

The target orientation of sports shoes is the main goals and objectives that are designed to fully satisfy the desires and needs of a particular consumer.

Potential consumers are:

football players;
tennis players;
volleyball players;
runners;
sports judges;
fencers;
workers;
people who prefer to wear sports shoes;

For an athlete to work, it must be:

Comfortable, elastic, do not restrict movement. For such purposes, technologies are used:
- Axeler WI5;
- Axel propulsion;
- Axeler;
- Elaston;
- Flex Rotax;
- Flexsoft;
- Duratech 5000;
- ErgosNP;
With good cushioning and sensibility on impact. Technologies that provide these tasks:
- touch control;
- Kangaroo leather (kangaroo leather);
- Axel propulsion;
- Axeler 5 Evolution;
- DA, DA2, DA2plus (Double Action);
Breathable and antibacterial. For this, technologies are used:
- NET Breathing SystemTM;
- microbe barrier;
- power flow;
- Uni Tongue;

For everyday wear, they are made using technologies that provide maximum comfort, water resistance, comfortable position of the foot, breathability.

Innovative developments that provide these goals:

Uni Tongue;
ErgosNP;
Kangaroo leather (kangaroo leather);
power flow;
NET Breathing SystemTM;

Benefits of running shoes

Undoubtedly, the company, which has been successfully operating and developing for more than 60 years, has its winning trump cards over other brands aimed at manufacturing sports shoes.

The main advantages are:

Tailoring quality. Thanks to the Research Center, the production of goods is sewn by the best specialists in their field. Each batch of sneakers is checked for defects.
Practicality. It is produced according to innovative systems that satisfy the requirements and tasks of any consumer. After all, shoes are bought for different purposes:
- sports;
- everyday wear;
- for winter;
- for summer;
- for work;
Style. Everyone can find a model to their liking, because it is made for every taste. Thanks to numerous studies, consumer surveys, tailoring of the most popular goods is launched into production. And new lines of the Diadora brand are born.

Most Popular Models

Diadora Borg Elite

This series came out in 1981. Its founder is Bjorn Borg. The footwear of this line is mainly suitable for tennis players.

Made from kangaroo leather. By signing an agreement with the founder, gold logos appeared on the models with the inscription: BJ. Now this series is popular among young people. It is very practical and suitable for daily wear.

Diadora The Queen

Consumers were introduced to this line as early as the late 70s. The model is made in the original design, the ideological performer of which is a two-time Olympic champion Edwin Moses. Each pair is unique and different from any others, because it is made using the interesting Stone Wash technology. Materials used: suede and rubber.

Diadora Utility

Models of this lineSatisfied with the diversity and implementation of the latest technologies:

multilayer;
antistatic shoes;
K-sole breathable;
Double action 2 plus;
Hydrocarbon resistant sole;
waterproof upper;
Wintherm;
thermal lining;
Anti perforation insert;
breathable leather upper;

Differs in endurance, durability and a practicality. Suitable for extreme sports, winter walks, bad weather.

Diadora Invicta

The birth of this production line was in 1998. But after 7 years the company was sold.

Soon, the director of the company announced that he wanted to resume the lost line of shoes. Thus, the brand was renamed to Diadora SPA. In 2008, Diadora SPA created a new company that produces shoes of its own design for China, Hong Kong and Macau.

Feature of NET Breathing System Technology

An innovative novelty in production was the NET Breathing System technology.

Its main features are:

Special mesh fiber and breathable impervious membrane on the sole.
Airtight sole.
The used material does not allow dirt, water and moisture to get into the shoes.

This technology is used to make most of the brand's sports shoe lines.

True Italian quality!

Thanks to many years of experience, the company improves the quality of production of goods of its many brands every year. Despite worldwide love and recognition, manufacturing is being improved and modernized.

Italian production indicates that only the best materials are used for sewing sneakers:

kangaroo skin;
first-class pigskin;
high quality suede;
hypoallergenic fabrics;

Technologies are developed under the supervision of the best Italian professionals and specialists.

Thus, the choice of the Italian brand Diadora is the best value for money.

Key benefits to remember:

The company has been successfully developing for 60 years.
Shoes, clothes, accessories and sports equipment of real Italian quality.
Many famous athletes for many years they have preferred clothes and shoes from Diadora.
Thanks to modern design and a variety of models, everyone can choose shoes to suit their taste and style.
The use of modern technologies makes Diadora sports sneakers practical and durable.
A wide price range makes it possible to buy shoes for different segments of the population.

K:Companies founded in 1948

Diadora is an Italian manufacturer of sportswear, footwear and accessories based in Caerano di San Marco in the province of Treviso. Technical sponsor and uniform maker for the Italian Association of Referees.

Start

In 1917, the manufacture of shoes for the Italian army began in Venice. The experience accumulated during the First World War was subsequently successfully reproduced in the manufacture of boots and mountain boots, which in turn served the fact that at the end of the Second World War, thanks to Marcello Daniele, it was in Venice that the Diadora brand was born.

Marcello Daniele, the founder of the company, chose the name Diadora on the advice of his friends. This word comes from the Greek language and means "sharing honors and gifts."

Recognition and development of success

In 1948, Diadora company is the best workshop for the production of mountain boots made by hand.

In the early 60s, Diadora embarked on the rails of industrial production, a stamping machine was purchased in America, the production of shoes was put on stream, and in addition to mountain shoes, the production of ski boots began.

1966 was the birth year of the historic "five balls" emblem of the Diadora company, which gave style to the brand. The rings on the emblem represented the spirit of the Olympic Movement. During the existence of the company, the emblem has been modified four times, the final version of the logo was approved in the late 70s, but the basic principle of the "five rings" was present in all four interpretations.

In 1976, the company entered the world of football.

The result of sponsorship exceeded all expectations: the production of Diadora exceeded 3 million pairs, the company had more than 3,500 outlets in 45 countries around the world. Athletic shoes, in particular tennis shoes, have become an integral part of Everyday life of people.

In the 80s, Diadora increased its presence in sports such as tennis, athletics, football and expanded its activities to cycling, basketball, volleyball, motorsport, boxing, motorcycling, pentathlon.

In the 90s, Diadora continued its collaboration with the great champions, experimenting with more advanced solutions and emphasizing its own style, which is increasingly recognizable. One of the longest contracts of the nineties was signed with a famous football player Roberto Baggio. Cooperation with him lasted about 11 years, almost from the beginning of Roberto's career to his farewell match.

Currently

Currently, Diadora is one of the largest manufacturers of sports shoes, clothing and other accessories. Its divisions are located in Hong Kong, Spain, USA, UK. The company's headquarters is located in Venice. Diadora's revenues exceed 300 million euros per year. Its activities include three main areas: the production of shoes (both sports and everyday wear), clothing and accessories (such as football goalkeeper gloves, knee protection, bags, balls, etc.). The most famous brands belonging to the Diadora group of companies are Diadora, Invicta, Utility.

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Notes

An excerpt characterizing Diadora

“Well, it doesn’t matter,” said Prince Andrei. - Tell Countess Rostova that she was and is completely free, and that I wish her all the best.
Pierre picked up a bundle of papers. Prince Andrei, as if remembering whether he needed to say something else or waiting for Pierre to say something, looked at him with a fixed look.
“Listen, you remember our dispute in Petersburg,” said Pierre, remember about ...
“I remember,” Prince Andrei hastily answered, “I said that a fallen woman must be forgiven, but I did not say that I could forgive. I can't.
- How can you compare it? ... - said Pierre. Prince Andrew interrupted him. He shouted sharply:
“Yes, to ask for her hand again, to be generous, and the like? ... Yes, it is very noble, but I am not able to follow sur les brisees de monsieur [follow in the footsteps of this gentleman]. “If you want to be my friend, don’t ever talk to me about this… about all this. Well, goodbye. So you pass...
Pierre went out and went to the old prince and princess Marya.
The old man seemed livelier than usual. Princess Mary was the same as always, but out of sympathy for her brother, Pierre saw in her joy that her brother's wedding was upset. Looking at them, Pierre realized what contempt and anger they all had against the Rostovs, he realized that it was impossible for them to even mention the name of the one who could exchange Prince Andrei for anyone.
At dinner, the conversation turned to the war, the approach of which was already becoming obvious. Prince Andrei spoke incessantly and argued now with his father, now with Desalles, the Swiss educator, and seemed more animated than usual, with that animation that Pierre knew so well the moral reason.

On the same evening, Pierre went to the Rostovs to fulfill his assignment. Natasha was in bed, the count was in the club, and Pierre, after handing over the letters to Sonya, went to Marya Dmitrievna, who was interested in finding out how Prince Andrei received the news. Ten minutes later Sonya came in to Marya Dmitrievna.
“Natasha certainly wants to see Count Pyotr Kirillovich,” she said.
- Yes, how can I bring him to her? It’s not tidied up there,” said Marya Dmitrievna.
“No, she got dressed and went out into the living room,” said Sonya.
Marya Dmitrievna only shrugged her shoulders.
- When this Countess arrives, she completely exhausted me. Look, don’t tell her everything, ”she turned to Pierre. - And scolding her spirit is not enough, so pitiful, so pitiful!
Natasha, emaciated, with a pale and stern face (not at all ashamed as Pierre expected her), stood in the middle of the living room. When Pierre appeared at the door, she hurried, obviously undecided whether to approach him or wait for him.
Pierre hastily approached her. He thought that she, as always, would give him a hand; but, coming close to him, she stopped, breathing heavily and dropping her hands lifelessly, in exactly the same position in which she went out into the middle of the hall to sing, but with a completely different expression.
“Pyotr Kirilych,” she began to say quickly, “Prince Bolkonsky was your friend, he is your friend,” she corrected herself (it seemed to her that everything had just happened, and that now everything is different). - He told me then to turn to you ...
Pierre sniffed silently, looking at her. He still reproached her in his soul and tried to despise her; but now he felt so sorry for her that there was no room for reproach in his soul.
"He's here now, tell him... to just... forgive me." She stopped and began to breathe even faster, but did not cry.
“Yes ... I will tell him,” Pierre said, but ... “He did not know what to say.
Natasha was apparently frightened by the thought that could come to Pierre.
"No, I know it's over," she said hastily. No, it can never be. I am tormented only by the evil that I did to him. Just tell him that I ask him to forgive, forgive, forgive me for everything ... - She shook all over and sat down on a chair.

The world of the sports shoes and apparel industry is very exciting and diverse. Each brand has its own characteristics, unique style and history of formation.

Excursion into history

The Italian brand Diadora began to gain popularity during the First World War. Shoe production was organized in 1917 in order to meet the needs of the Italian army. In peacetime, the company was engaged in the manufacture of mountain boots and boots.

In 1948, Marcello Danieli, an aspiring craftsman, named the shoe manufactory Diadora.

Technology implementation

Until the 60s of the twentieth century, products were made by hand. The purchase of a stamping machine and the use of "press molding" technology made it possible to establish large-scale production.

At first, the company specialized in climbing shoes. Being popular winter views sports, the brand began to produce ski and apres-ski boots.

Direction to sports

After 10 years, the production of tennis shoes was launched, and a little later - for classes. athletics. In the late 70s, a breakthrough was made in the world of football.

The exit of sports beyond the scope of professional activity served as an impetus for the creation of not only high-quality, but also outwardly attractive products. This allowed the brand to expand its consumer audience and conquer the casual wear market.

Our days

Today the brand has 3 directions: production of casual and professional shoes, clothes and accessories. In 2016, Diadora created sneakers in nubuck and suede.