DIADORA - GREEK διὰ δωρέα “dia-dorea” “to share gifts and honours”
Towards the end of the 40’s and into the 60’s, Italy affirmed it’s position as the fashion capital of the world. Versace, Prada and Armani quickly became major global brands, giving Italy a reputation for premium, designer branding. In 1948 a young and open minded Marcello Danieli set out to create a brand that combined Italy's premium designer heritage with contemporary and practical products. This is how Diadora was born.
Diadora began by producing mountain boots and their products quickly rose to the top of the market for their high quality and durability. Through the 50’s and 60’s Marcello’s vision grew in parallel with his brand and they gained a reputation of excellence in the Italian market place. As sport and athletics rose to unmeasurable popularity in the 70’s and 80’s, Diadora was the first Italian company to combine sporting and athletic goods with Italy's premium fashion ethics.
Fast forward to 2016 at the Italian born brand still has roots and manufacturers in Italy. They stay true to the heritage that built the company and still pursue creating dynamic and contemporary products while taking heavy influence from their past, products including the IC4000, N9000 and V7000, all of which are available from Soleheaven.