Diadora was founded in 1948 by Marcello Danieli. He called his company "Diadora". 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 managed to 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. The company also added the tennis market signing endorsement agreements with Björn Borg.
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.
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.
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.
On September 8, 2020, Geox filed for bankruptcy in Canada. 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,and I-League side Rangdajied
Alongside this Diadora has become a form favorite amongst the terraces whilst collaborating with some of
the elite fashion houses and hype brands