Diadora - brand history. The history of the brand Diadora - Italian quality in a sports wrap Diadora what brand

16.04.2012 / 271

Interesting information about the Diadora brand. Reference data about the trade mark Diadora.

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.

Diadora was founded in 1948 after World War II. Mountain boots from the province of Veneto were renowned for their comfort and durability.

The founder of the company, Marcello Danieli, named the company Diadora, the name of the sports society that won a historic medal at the 1924 Paris Olympics. The name originates from the Greek language "diadora", which means "sharing success", it is this expression that lies at the foundation of the company's principles.

The production of shoes rises to the stream in the 60s, the company becomes known throughout Italy. In addition to mountain boots, ski boots also began to be produced. Diadora evolved with the times, and by the end of the 60s began to produce a variety of shoes for sports. In 1966, the brand logo was developed, which is called "five balls", which symbolized the emblem of the Olympic Games, a symbol of the highest sporting achievements in the world of sports.

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.

It was in the 70s that sportswear began to symbolize style, Italian fashion designers gave it a certain chic and not only athletes, but famous directors and movie stars began to dress in it. Roberto Botega was the first footballer sponsored by Diadora in 1978. So the company broke into the world of big football.

In the 80s, the company was only gaining momentum and the Italian team was already performing in Diadora, the quality of materials was new level. This decade can be safely called the golden one in the development of the company, it was then that the iconic Borg Elite and many more classic sneakers were produced.

In the 90s in the big sports family cult athletes of the time appear, as Roberto Baggio, Goran Ivanisevic, Christian Vieri, Marco Van Bastan, Gustavo Kuerten and more teams and athletes from all over the world.

From the mid-90s to our time, not the best period in the history of the brand. However, Diadora does not stand still, style and quality are the main credo of the company. The Heritage line has been produced since the early 2000s and is available in our store. This includes classic vintage silhouettes that have become a real icon of the 70s and 80s.

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 sporting achievements. 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 are added sports shoes.
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

For the long and thorny path of forming now one of the most popular trading companies, Diadora, which was famous only for the release of mining, workers and ski boots, has expanded its production by a thousand 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 are born Brands Diadora.

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 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.

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.

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 the historical medal on 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.

Development

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 towards the production of sports shoes, and launches the production of 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 of the 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 was the most famous champions decades.

Meanwhile, production technologies were directed not only to meet the needs professional athletes, but also to the creation of casual, sports shoes.

At present, the production of sportswear has also been established.

At the 1976 Montreal Olympics, Diadora increased its influence in athletics, now the company cooperated not only with 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. Athletic shoes, in particular tennis shoes, have become an integral part of Everyday life ordinary people, especially enjoyed great success among young people.

Through victories in top competitions, Diadora has become associated with success, Italian style and technical excellence all over the world.

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 names of the champions of the time wearing the Diadora logo: Sebastian Coe, Niki Lauda, Francesco Moser, Edwing Moses, Moreno Argentin, Zico, Alain Prost and Airton Senna, Italy National Football Team. 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.

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 more than 10 years practically from the beginning of Roberto's career to his farewell match. Diadora supported many more great athletes of that period: Marco Van Basten, Gorge Weah, Vialli, Ivanisevic, Kuerten, Kafelnikov and three-time World Champion in road racing Gianni Bugno.

Diadora has established its position in the international sportswear market thanks to the high performance and evolutionary development of its products, distinctive feature which are: advanced style and the latest developments.

The Diadora brand is Italian. The company, located in Caerano di San Marco, in the province of Treviso, produces sportswear, shoes and various accessories. It is Diadora who is the technical sponsor of the Italian Association of Judges, creating uniforms for them.

The history of the company dates back to the war, and the First World War. In the foothills of the Italian region of Veneto, a strategically significant front line passed. The Italians were opposed by the Austrians. To meet the needs of their army, Veneto set up the production of military footwear. Largely thanks to her, as a result, the scales swung in favor of Italy.

That experience was not lost, in the post-war period the region continued to produce boots and mountain boots. Soon the commune of Montebelluna became known throughout the country as an exemplary product. And after the Second World War, the accumulated experience allowed the active Marcello Daniele to create the company Diadora.

Its name appeared not by chance, the founder chose this word on the advice of his friends. The word itself has Greek roots and literally means "sharing success, honors, gifts." It is these principles that will become fundamental for the company. And in 1948, the young company immediately struck first in its native region, and then throughout Italy. She takes pride in handmade mountain boots.

In the early 1960s, the company moves to the level of already industrial production. Thanks to the stamping machine acquired already in America, Diadora puts the production of shoes on stream. The assortment begins to expand - in addition to classic boots and ski boots, the company is gradually moving to the production of sports shoes.

In 1966, the historic five ball emblem was born, which gave the brand and style, and also showed its connection with the sport. Rings are associated with Olympic Movement, top results. And although during the existence of the company its logo has changed four times, the basic principle was preserved in all versions, the final one was approved in the late 70s.

And in the 1970s, Diadora is directly involved in the formation of a new era that changes the approach to sponsorship. The landmark was the most famous athletes of that time. And production technologies made it possible to satisfy not only the needs of professionals, but also to produce everyday shoes. Diadora has also started producing sportswear. And at the 1976 Olympics, the company increased its presence in athletics, working with more than just runners.

For example, especially for Giuseppe Gentile, three times Olympic champion in the triple jump, special spikes were developed. The company also entered the world of football. The first "swallow" for Diadora was Roberto Bettega, after him the list of footballers playing in branded shoes only began to grow. The Diadora symbol stood for product quality and technical excellence in the sport.

It turned out that sponsorship was a hit in the bull's-eye - the company produced 3 million pairs, with 3,500 outlets in 45 countries around the world. For many people, tennis shoes have become everyday shoes, and young people also fell in love with sports style. After a series of victories in the competitions of the top level, the brand has become associated worldwide with Italian style, success and technical excellence.

And in the 80s, the company increased its penetration into such sports as athletics, tennis, football. She appeared in basketball, volleyball, cycling, boxing, motorsport. Stars such as Alain Prost, Ayrton Senna, Zico, Niki Lauda, and the entire Italian national team performed in equipment with the Diadora logo. Just at that time sporting events began to be actively broadcast on television, so the exploits of idols became available to many fans, which helped the brand.

Diadora is constantly looking for new solutions, collaborating, for example, with the Bioengineering Centers in Milan. This is how professional footwear becomes more and more advanced, and these solutions eventually begin to be applied in the manufacture of everyday goods.

In the 90s, the company continues to collaborate with great athletes, focusing on its increasingly recognizable style. At this time, a long-term contract was signed with football player Roberto Baggio. Legend Italian football used Diadora paraphernalia for almost his entire career. In those years, the brand was also associated with such great champions as Marco van Basten, George Weah, Vialli, Ivanisevic, Kuerten, Kafelnikov.

Thanks to high quality and progressive development, the company has established its position in international markets. Today Diadora is one of the largest manufacturers of sports shoes. Its branches are open in the USA, England, Spain and Hong Kong, and the headquarters is located in Venice. The company earns more than 300 million euros per year. Today, its activities are divided into three main areas - the creation of sports and casual shoes, sports accessories and clothing.

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

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.

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.