Diadora - brand history. History of the creation of the Diadora brand Advantages of sporting goods of this brand

Diadora is an Italian brand that was particularly dominant in football, tennis and ski gear throughout the 70s and 90s. In Russia, he has gained fame over the past ten years mainly thanks to sneakers. Diadora has adapted many archival silhouettes for everyday wear and street fashion, helping them stand out from industry giants adidas and Nike. But first, a little history.

How the Diadora brand was founded

In 1948, Marcello Daniele founded a workshop in the commune of Caerano di San Marco, Venice region. The main product was work and mountain boots, the production of which was greatly improved thanks to experience during the war years. During the 50s, Daniele, with the help of his wife, was able to bring the company to the national level - the Diadora brand became a symbol of quality.

In the 60s, the post-war economic boom continued - color television appeared, matches became even more spectacular, people began to relax more, and the sports industry as a whole grew. Diadora noticed the trend and purchased several important patents from the USA - this allowed them to combine existing quality standards with new products and ideas. For example, ski boots were released.

Growing volumes also did not interfere with Diadora’s signature quality. After ski boots, the brand developed running and tennis sneakers, captivating the new generation of youth of the 70s, passionate about athletics.

Brand development, iconic athletes

The traditions of Italian production were improved with the help of professional athletes - he collaborated with four-time Grand Slam winner Gilmero Vilas, member of the Italian Davis Cup team Martin Mulligan, world number one Bjorn Borg.

A signature silhouette was even released for Borg in 1981 - Diadora Borg Elite (B. Elite). These sleek leather sneakers later became one of the premier examples of archival streetwear reissues and are still available for purchase in 2019.

Since the mid-70s, Diadora entered football with the support of Roberto Bettega, Italian champion and current vice-president of the Juventus club. Dutch footballer Marcel Van Basten became the face of the football line in the 80s and received his own boot silhouette, the San Siro Van Basten. The Italian brand still ranks third in sales in the football equipment industry.

90s, research center

In the 90s, Diadora founded the DRC, Diadora Research Centre. This is a special institute dedicated to the development of innovation in footwear through a combination of athletes, expert designers, bio-engineers from the Politecnico di Milano and orthopedic doctors. The result was sneakers such as the Diadora Trident 90 S, Diadora N.9000, N.9002 and others.

2000s and 2010s, Diadora Heritage

With the trend for sneakers in everyday life, the brand launched a separate division, Diadora Heritage, dedicated to re-releasing the most interesting silhouettes of the past. However, what is most interesting here is not the silhouettes themselves, but the attitude towards them - for example, a number of models are produced in Italy, and dozens of unique collaborations are released every year, revealing a new side to Italian sports design.

For example, in 2016, a joint model was released with the American retailer Bait - “Notti Veneziane” N.9000, inspired by city nightlife and made from a combination of Italian leather and Italian nubuck, and also decorated with imitation snakeskin.

The Solebox x Diadora V.7000 ‘Azzurro’ model, inspired by Italian singer Paolo Conte, also uses premium materials. A comic music video was even filmed especially for the release.

As you can see, many Diadora collaborations are inspired by Italy - and this is a choice not only of the brand itself, but also of the retailers/designers involved in the projects. They value heritage and seek connections with things that are close to the brand. Another example is the Diadora × Extra Butter N.9000 “Giallo” collaboration, which refers to the special Italian giallo horror genre, replete with bloody scenes and a special camera style. The sneakers were made in Italy.

What's next

Today, Diadora has earned a strong place in the hearts of athletes and sneakerheads. While it's hard to find a Diador collector as dedicated as the Jordans, these sneakers always live up to their expectations. Each collaboration is months of work and creativity, performed to the highest standards.

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

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

1966 was the year of birth of the historical “five balls” emblem of Diadora, which gave style to the brand. The rings on the emblem personified the spirit of the Olympic movement. During the existence of the company, the emblem was 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.

Since the 70s, Diadora has been involved in creating a new era that marks a turning point in sponsorship, as it focuses on the most famous athletes of the time. In addition, it was then that production technologies were aimed not only at meeting the needs of professional athletes, but also at creating everyday sports shoes.

In 1976, the company entered the world of football. Roberto Bettega became 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 a symbol of quality in this sport.

The result of sponsorship activities exceeded all expectations: Diadora's production exceeded 3 million pairs, the company had more than 3,500 retail outlets in 45 countries. Sports shoes, in particular tennis shoes, have become an integral part of the everyday life of ordinary people, and have been especially popular among young people.

In the 80s, Diadora increased its presence in sports such as tennis, athletics, football and expanded its activities to cycling, basketball, volleyball, motorsports, boxing, motorsports, pentathlon. Here are a few names of the champions of that time who competed in equipment with the Diadora logo: Niki Lauda, ​​Zico, Alain Prost and Ayrton Senna, as well as the Italian National Football Team.

In the 90s, Diadora continues its collaboration with 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 the famous football player Roberto Baggio. The collaboration 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, and Great Britain. The company's headquarters are 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 for 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.

Notes

1. From unofficial sources, for example, according to materials from the site Megaessays.com, there is another version of the origin of the name of the company Diadora, it is that in the 60s, many began to be interested in recreational activities and, as a result, initially, it was proposed to name the company "De ladera" (Spanish for hillside), but this word was misread, resulting in the name "Diadora"

Links

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

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

The experience gained during hostilities was actively used in the post-war period in the production of boots and mountain boots. Soon the Montebelluna region established a landmark known throughout Italy as a product example considered in an industrial context. In 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 made a huge impression on the entire Veneto region and then throughout Italy. During this period, the company is the best workshop for the production of handmade mountain boots.

Marcello Danielle, the founder of the company, chose the name Diadora on the advice of friends. The expression originated in Italy in early 1900, as the name of a historical sports society based in Lido, Venecia, which won a historic medal at the 1924 Paris Olympic Games. The word comes from the Greek "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.

The world of the sports footwear 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 to meet the needs of the Italian army. In peacetime, the company was engaged in the manufacture of mountain boots and boots.

In 1948, the novice artisan Marcello Danieli gave the shoe manufactory the name 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. Taking advantage of the popularity of winter sports, the brand began producing ski and apres-ski boots.

Direction to sports

Ten years later, the production of tennis shoes was established, and a little later - for athletics. At the end of the 70s, a breakthrough was made into the world of football.

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

Our days

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