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Diadora is the only Italian athletic footwear and apparel manufacturer to still make some of its products in Italy - a tradition that began in 1948 when the company's founder, Marcello Danieli, first began working in the trade as a young boy.


During the 1960s and 1970s, Diadora introduced running shoes and shortly thereafter, tennis shoes. With the 1970s came a young generation whose interest in athletics and athletic fashion initiated a boom in the sporting goods industry. Based originally on the renowned Italian artisan techniques, Diadora's shoes became more and more technologically advanced, thanks to cooperation from champions such as Guillermo Vilas and Bjorn Borg.


The mid-'70s also marked Diadora's entry into the world of football, with research and design aided by Roberto Bettega, the prolific Juventus striker. Throughout the 1980s and 90s Diadora have enjoyed success in the footballing world with international players such as Roberto Baggio, George Weah, Paolo Maldini, Francesco Totti and Roy Keane, amongst many other household names, all wearing Diadora.


Today Diadora still have a manufacturing base in Italy and produce high quality tennis, running and football footwear from premium leathers and suedes. Diadora is already a firm favourite amongst the staff here at Philip Browne Menswear.