The shoemaker Marcello Danieli had a vision when he founded Diadora in 1948: To create mountaineering and work shoes of the highest possible quality. Accordingly, the Italian initially specialized in pushing into this niche. With success: In the 1950s Diadora developed into the absolute pioneer in this field, equipping mountaineers and factory workers with particularly high-quality and above all safe shoes. A decade later, the company already devoted itself to an increasingly popular sports: skiing.
Diadora produced ski boots and après-ski boots by industrial production. The shoe specialists have always had a feeling for using the spirit of the time for themselves. In the 1970s, Diadora jumped on the bandwagon of the steadily growing professional sports boom at an early stage, winning well-known stars as testimonials. Tennis icon Björn Borg, for example, hurried from victory to victory in Diadora products. The Italian football striker Roberto Bettega, who was considered one of the best of his kind at the time, also scored his numerous goals in Diadora shoes. Hardly any sporting goods manufacturer at that time was able to let such legendary athletes work under its name. Also from marketing view Diadora succeeded with it a promising coup.
The brand name Diadora comes from Greek and means as much as "sharing gifts and duties". This mantra has always been anchored in the company's self-image. Accordingly, these are "sharing success, the team spirit in professional sports and a competition in which competitors and opponents are treated fairly, are just some of the principles that make up the brand". Speaking of success. For Diadora there was only one direction in the 1980s: upwards. Meanwhile the Italians had not only developed into a global player with regard to skiing, tennis and football . They had also discovered the light athletics for themselves, now also mixed with the Olympic Games properly. No reason for the Italians to rest: Diadora set up its own research centre with the "CRD", bringing together shoemakers, bioengineers and specialists under one roof for even more innovations.
In the Diadora brand shop at Keller Sports you'll find running shoes for women and men as well as all clothes for tennis. So are you looking for the right companion for your next run? Then you will find in our Diadora brands shop a huge selection of shoes for every surface and running style. You need the perfect equipment for your next tennis match? At Keller Sports you will also find the right shoes for your next tennis match among the many Diadora offers. Not only that, but also chic Tennis shirts, -shorts, -jackets and -skirts we have in the Diadora Sale. So you're all around and absolutely trendy for your next adventure on the street or on the court.
To date, an oversized poster of Boris Becker hangs in Diadora's Italian headquarters. A picture reminiscent of the glorious years of German men's tennis. Becker started off in Diadora shoes with his famous pike at Wimbledon and, like Björn Borg, grabbed several prestigious titles around the globe. Diadora therefore knows what it takes to be successful behind the yellow felt ball. Special soles and abrasion-resistant rubber for hard floors and sand courts and breathable shirts enable you to show off just like the greats of white sports once did.
It is not common for a company to return home with its production outsourced to Asia. Diadora did that in 2016, realizing that "Made in Italy" in terms of sports shoes and clothing still stands for outstanding quality. That pays off. Diadora is flourishing, thanks to its eye-catching design has long since become the in brand in the atleisure sector and is also convincing from a technological point of view. Be it the innovative Blushield technology used in running shoes and tennis shoes, special active heel wedges or the ergonomic Morpho base in the shoes.
Diadora now shines on all possible levels and impresses amateure and professional athletes more and more with its products. "Our dream is to grow beyond our success", Enrico Moretti Polegato is quoted on Diadora's website. The CEO is the face of the upturn that the Italian sporting goods manufacturer has experienced in recent years. This is also due to the fact that the company based near Venice always adheres to its formula for success: To create the perfect link between technology, style and functionality.