Diadora was established in 1948 by Marcello Danieli : the company proposed then mountain shoes, which quickly knew a big success. What is the origin of the brand’s name ? The word " diadora " comes from the Greek and means " sharing the gifts and the honors ". It’s very important for the brand to share the successes, and to preserve a team spirit and a mutual respect in the competition. In the 60s, Diadora oriented itself to the sport’s world, and proposes then forward thinking and quality products. The company does not stop growing and in the 70s, big sports champions became ambassadors of the brand, such as the tennis player Bjorn Borg. After the sport, Diadora was interested in spare-time activites and pleases the public who discovers this new "lifestlyle" way of life. In 1998, Diadora was interested in work shoes, and creates the collection "Utility", which always exists today. Afterwards, Diadora Heritage was born in 2000s, centered on the luxury sportswear. This collection wants to merge fashion and sportswear. Since 2010, while the company is always anchored in the sports field, the brand proposes regularly interesting collaborations, approaching the musical field.