Brand Focus: diadora
Emerging from the Second World War amidst a backdrop of unemployment and an impending threat of a further civil war, Italy in 1948 was far from being considered a hive of economic activity or innovation. diadora was founded at this time with a strong desire to aid the recovery efforts, initially through its manufacture of what had become known as the finest hiking and ski boots on the market. This reputation would eventually lead the brand to virtual ubiquity across the country and allow for the expansion of their product range to include walking and tennis shoes.
The 1960s and the new range of products from diadora became a springboard for the brand going forward, seeing technological advancements throughout their products due to consultation with the likes of Bjorn Borg and other top-level athletes that were eager to improve their own performance. A cycle of continual technology modifications along with product range expansion ensured that diadora were perfectly aligned to take advantage when, in unison with the rise of TV sports coverage, an era of sports sponsorship ensued and the brand's level of success began to spread across the world.
A continuation of partnerships with leading athletes throughout the decades has created a global recognition for the brand. Classic diadora designs, such as their iconic leather trainer remain popular today alongside newer styles like the premium Elite Italia range, celebrating their Italian roots and heritage as one of the most recognisable sportswear brands.
