In the 1980s, the company cooperated with top figures in the sports field and provided sponsorship in sports events, such as football, tennis, track and field, cycling, basketball, volleyball, racing, sailing, boxing and motorcycle competitions. The company also established the DIADORA (Addona) Research Center (DRC), which has the most innovative working team: footwear engineers, experts from Milan Technical Bioengineering Center and plastic surgeons. The advantages of this innovative technology and scientific cooperation mode have brought excellent design methods to DIADORA (Di Addona) brand.

In 1990s, DIADORA (Di Addona) cooperated with the latest top champions, tried more advanced new technical solutions and created a more modern and unique style. Today, Diadora (Di Addona) still focuses on sports industries, such as football, tennis and running. At the same time, it also maintains its outstanding brand value through retro series and high d.lux product series.