During World War II, it was the shoe supply station of the Italian army at that time, and its shoe-making technology was preserved and developed after the war. MARCELLO DANEL, the founder, has more than 30 years of shoemaking experience. He inherited the traditional shoemaking technology in his hometown, innovated constantly, and finally founded his own brand DIADORA at 1948.
DIADORA became a famous Italian brand with its high-quality hiking shoes and walking shoes, and was later called the prototype of hiking shoes and ski boots. With the upsurge of competitive sports, Diadora entered the field of sports in an all-round way. From the birth of the first pair of DIADORA tennis shoes, to the appearance of the famous "Golden Knife Borg" tennis shoes, and then DIADORA became the professional supplies of Argentine tennis legends villars and Moses and tennis legend Bjor Emborg, DIADORA's position in the tennis kingdom is unshakable; Diadora was supported by the famous Bettega in football at that time, and the Italian national team sponsored by Diadora won the first 12 World Cup in Spain. Diadora can be seen everywhere in football. DIADORA has always been at the forefront of sports technology, from the initial hiking shoes and ski boots technology to DIADORA's professional research and development technology AXELRE, which was tested by the Bioengineering Center of Milan Polytechnic University. DIADORA has gone through more than 60 years of classic glory since its birth, leaving many classic and unforgettable moments in football, tennis, track and field, racing, basketball and other fields. As a world-renowned sports brand in Italy, DIADORA won the title of national treasure brand in Italy.
In 2008, DIADORA Company of Italy and Yongjia Group of Hong Kong officially became partners of China, Hong Kong and Macao, and jointly established Diadona Sporting Goods (Shenzhen) Co., Ltd. Yongjia Group owns the ownership and permanent management right of DIADORA brand in Chinese mainland, Hong Kong and Macao, and can independently formulate and implement comprehensive plans including product research and development, marketing, sales organization and channel strategy. The joint venture company not only has excellent local designers of Yongjia Group, but also professionals sent by Italy, including shoemaking engineers, bioengineering researchers of Milan Polytechnic University, and even plastic surgeons.
On August 18, 2009, Mr. Huang Xiaoming, a movie star, served as DIADORA's image spokesperson in China, Hongkong and Australia, advocating a healthy attitude towards sports life.