Diadora was founded by Marcello Danielin in 1948 as an artisan's laboratory for making mountain boots. In the 70's, Diadora was the first Italian company to develop a new concept for sports marketing, involving sports champions such as Bjorn Börg. Since 2000, Diadora became the first true experimentation of blending sportswear and fashion. Nowadays collections are also influenced by street fashion, but are still characterized by high-quality, cutting-edge Italian style and technological innovation. Falling back on modern heritage silhouettes by examining their archives, they bring a combination of quality and authenticity for both apparel and sneakers.