| Diadora | |
| Type: | Subsidiary |
| Industry: | Sports equipment |
| Founder: | Marcello Danieli |
| Location City: | Caerano di San Marco, Veneto |
| Location Country: | Italy |
| Area Served: | Worldwide |
| Products: | Sportswear, footwear |
| Owner: | Geox S.p.A. |
Diadora is an Italian sportswear and footwear manufacturing company based in Caerano di San Marco (Veneto), subsidiary of Geox, founded in 1948. Diadora produces football boots and athletic shoes, as well as a range of apparel that includes t-shirts, polo shirts, hoodies, jackets, leggings, shorts, and compression garments. Diadora also commercializes football balls in the US market. In 2020, Geox filed for bankruptcy in Canada.
Diadora was founded in 1948 by Marcello Danieli. The name of the company is a likely development of de Iadera ('from Zadar', 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 the football category, aided by Roberto Bettega, who provided consulting information. The company also added the tennis market signing endorsement agreements with Björn Borg.[1]
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.[4] Juventus striker Roberto Baggio became the face of the company in the 1990s, and launched his own personalized football boots, the Matchwinner.
In the early 2000s Diadora was the official kit supplier of a number of Italian football clubs, including A.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, and Macau 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 company Geox'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 for bankruptcy in Canada.[7]
Since then, Diadora has sponsored a number of football clubs to provide them team uniforms, such as Norwegian Eliteserien clubs Viking FK and FK Bodo/Glimt,[8] and I-League side Rangdajied United.[9]