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.