 | |
| Company type | Subsidiary |
|---|---|
| Industry | Sports equipment |
| Founded | 1948; 77 years ago (1948) |
| Founder | Marcello Danieli |
| Headquarters | , Italy |
Area served | Worldwide |
Key people |
|
| Products | Sportswear,footwear |
| Parent | Geox S.p.A. |
| Website | diadora.com |
Diadora is an Italian sportswear andfootwear manufacturing company based inCaerano di San Marco (Veneto), subsidiary ofGeox, founded in 1948. Diadora producesfootball boots andathletic shoes, as well as a range of apparel that includes t-shirts,polo shirts, hoodies, jackets,leggings, shorts, andcompression garments. Diadora also commercializesfootballballs in the US market. In 2020, Geox filed forbankruptcy in Canada.
Diadora was founded in 1948 by Marcello Danieli. The name of the company is a likely development ofde Iadera ('fromZadar',Iadera being the ancient name of the Dalmatian town).[1][2] Danieli managed to launch his first product,mountain climbing boots.[3]
The mid-1970s also marked Diadora's entry into thefootball category, aided byRoberto Bettega, who provided consulting information. The company also added the tennis market, signing endorsement agreements withBjörn Borg.[1]
AC Milan strikerMarco van Basten became the face of the company in the late 1980s, and launched his own personalized football boots, the San Siro Van Basten.[4]Juventus strikerRoberto Baggio became the face of the company in the 1990s, and launched his own personalized football boots, theMatchwinner.
Diadora also dabbled withrugby union, making the kits forOtago Rugby Union inNew Zealand. The Diadora Otago jersey is one of the rarest and most sought after rugby jersey in the world.
In the early 2000s, Diadora was the official kit supplier of several Italian football clubs, includingA.S. Roma, between 2003 and 2007. In 2008, Diadora SpA signed a joint venture with Win Hanverky Holdings Limited, forming a new company called "Winor International Company Limited" that operates the trademark "Diadora" in China,Hong Kong, andMacau to manufacture, design, promote, distribute, and sell products bearing the brand in those countries.[5]
In June 2009, Diadora reached an agreement with Italian shoe-making companyGeox's founder and chairman Mario Moretti Polegato to buy its assets through his family's investment arm, LIR.[6]
On September 8, 2020, Geox Canada Inc. filed forbankruptcy in Canada.[7]
Right now, Diadora is the kit maker of Norwegian Eliteserien clubViking FK[8] At the 2025 season, Diadora made a return to the Brazilian football, providing kits forCoritiba[9] andNáutico.[10]
45°46′52″N12°00′33″E / 45.7812281°N 12.0092107°E /45.7812281; 12.0092107
