Diadora

Last updated

Diadora
Company typeSubsidiary
IndustrySports equipment
Founded1948;76 years ago (1948)
FounderMarcello Danieli
Headquarters
Caerano di San Marco, Veneto
,
Italy
Area served
Worldwide
Key people
  • Enrico Moretti Polegato
Products Sportswear, footwear
Owner Geox S.p.A.
Website diadora.com

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.

Contents

History

Origins and development

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]

The 1980s to 1990s

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.

The 2000s

2000-19

Diadora Mythos Axeler running shoes Diadora Mythos Axeler.JPG
Diadora Mythos Axeler running shoes

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]

2020-present

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]

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References

  1. 1 2 Empresa on Diadora website (in Spanish)
  2. ↑ "The history of Diadora". Football Shirt Culture. Archived from the original on 2 November 2017. Retrieved 30 April 2017.
  3. ↑ "History". Diadora America. Archived from the original on 4 July 2008. Retrieved 7 August 2008.
  4. ↑ "1980s Diadora San Siro Van Basten". Football Collectors Items.com. Archived from the original on 3 December 2020. Retrieved 26 July 2018.
  5. ↑ "Win Hanverky Forms Joint Venture Asserts Ownership of DIADORA Brand in the PRC, Hong Kong and Macau Market" (PDF) (Press release). Win Hanverky. 7 April 2008. Archived from the original (PDF) on 18 July 2011. Retrieved 13 May 2008.
  6. ↑ Pagano, Margareta (21 June 2009). "Geox billionaire steps into Diadora". The Independent. London. Retrieved 10 July 2011.
  7. ↑ "Geox files for bankruptcy in Canada". 23 October 2020. Retrieved 28 January 2023.
  8. ↑ "Jorginho could switch to Diadora?". nss magazine. Retrieved 12 January 2024.
  9. ↑ Rangdajied United profile Facebook.com. Retrieved 30 June 2021

45°46′52″N12°00′33″E / 45.7812281°N 12.0092107°E / 45.7812281; 12.0092107

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