Diadora


Diadora is an Italian sports clothing and fashion accessory manufacturer with locations in Italy, Brazil, the United States, Hong Kong, Australia and Bangladesh.

History

Diadora was founded in 1948 by Marcello Danieli, who first began working in the trade as a young boy. He called his company "Diadora" a name suggested by a friend. The word comes from the name given by the Greeks of Byzantium to the Dalmatian town of Zadar. Originally called "de ladera" or "from Zadar," it was mistakenly copied and translated from Dalmatian to Latin, becoming, along the way "Diadora." Danieli, helped by his wife, managed to successfully launch his first product, mountain climbing boots.
The mid-1970s also marked Diadora's entry into the football category, aided by Roberto Bettega, who provided consulting information. AC Milan striker Marco van Basten became the face of the company in the late 1980s, and launched his own personalized football boots, the San Siro Van Basten. Other high-profile football players under Diadora sponsorship have included George Weah, Roberto Baggio, Giuseppe Signori, Francesco Totti, Roy Keane and Antonio Cassano.
Diadora actually is the technical sponsor of two Norwegian Eliteserien football clubs, Viking FK and FK Bodo/Glimt.

Agreement

In 2008, Diadora SpA signed a joint venture with Win Hanverky Holdings Limited forming a new company called Winor International Company Limited that owns the trademark "DIADORA" in China, Hong Kong, and Macau and will manufacture, design, promote, distribute, and sell products bearing the "DIADORA" in those countries.
In June 2009, Diadora reached an agreement with Italian shoe-making company Geox's founder and chairman Mario Moretti Polegato to buy its assets through his family's investment arm, LIR.