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THE DIADORA STORY IS LARGELY A PART OF ITALIAN HISTORY. DIADORA IS THE ONLY ITALIAN ATHLETIC FOOTWEAR AND APPAREL MANUFACTURERS TO STILL MAKE PRODUCT IN ITALY - A TRADITION THAT BEGAN IN 1948 WHEN THE COMPANY'S FOUNDER MARCELLO DANIELI, FIRST BEGAN WORKING IN THE TRADE AS A YOUNG BOY.

DANIELI, HELPED BY HIS WIFE, MANAGED TO SUCCESSFULLY LAUNCH HIS FIRST PRODUCT, MOUNTAIN CLIMBING BOOTS. DURING THE FIFTIES, A REPUTATION FOR EXCELLENCE AND QUALITY HELPED THE COMPANY TO GROW AND BECOME A FAMILIAR NAME THROUGHOUT THE ITALIAN MARKET.

DURING THE ECONOMIC BOOM OF THE SIXTIES, PEOPLE BEGAN TO ENJOY PROSPERITY AND INCREASED RECREATION. SKIING BECAME POPULAR AND DANIELI ONCE AGAIN MET THE NEEDS OF THE MARKET BY MANUFACTURING SKI BOOTS AND THE FIRST APRES-SKI BOOTS.

NEXT, DIADORA INTRODUCED WALKING SHOES AND SHORTLY THEREAFTER, TENNIS SHOES. WITH THE SEVENTIES CAME A YOUNG GENERATION WHOSE EXPLOSIVE INTEREST IN ATHLETICS INITIATED A BOOM IN THE SPORTING GOODS INDUSTRY. BASED ORIGINALLY ON THE RENOWNED ITALIAN ARTISAN TECHNIQUES, DIADORA'S SHOES BECAME MORE AND MORE TECHNOLOGICALLY ADVANCED, THANKS TO COOPERATION FROM CHAMPIONS SUCH AS VILAS, MULLIGAN, AND THE LEGENDARY BJORN BORG.

THE MID-SEVENTIES ALSO MARKED DIADORA'S ENTRY INTO THE SOCCER CATEGORY, AIDED BY ROBERTO BETTEGA, WHO PROVIDED INVALUABLE CONSULTING INFORMATION. DIADORA AMERICA IS THE #3 BRAND IN MARKET SHARE IN SOCCER.

ON JUNE 30, 1998, INVICTA ACQUIRED DIADORA. INVICTA IS A LEADER IN OUTDOOR GEAR WITH A CORE BUSINESS IN BACKPACKS, TRAVEL BAGS, APPAREL, ACCESSORIES, AND FOOTWEAR.

LIKE DIADORA, THE ATHLETES THAT WEAR THEIR SHOES ARE THE CHAMPIONS OF YESTERDAY, TODAY AND TOMORROW. DIADORA DOES NOT BOAST A FABRICATED HISTORY, BUT A STORY OF AUTHENTICITY... A LEGITIMATE TALE OF A FAMILY BUSINESS THAT STARTED IN ITALY, GREW IN ITALY, AND IS STILL PROUD TO BE MANUFACTURING IN ITALY.

THE INDUSTRIAL REVOLUTION OF THE 1960'S ENABLED DIADORA TO FIRMLY ESTABLISH ITSELF AS THE INSTITUTIONAL LEADER IN SHOE MANUFACTURING AS IT MOVED FROM CLASSIC STOCKING SOLES AND MOUNTAIN BOOTS TO ITS DIVERSIFICATION IN THE SPORTS WORLD. IN 1978 DIADORA ACHIEVED TECHNICAL EXCELLENCE IN THEIR LAUNCH INTO THE DOMAIN OF SOCCER. AS SPORT BECAME AN INCREASING GLOBAL PHENOMENON DIADORA ALSO EXPANDED INTO ADDITIONAL DOMAINS SUCH AS CYCLING. BY COLLABORATING WITH NEW CHAMPIONS, EXPERIMENTING WITH NEW AND PROGRESSIVELY ADVANCED TECHNOLOGICAL SOLUTIONS DIADORA ELABORATES ON A STYLE THAT IS ALWAYS DISTINCTIVE AND AVANT-GARDE.

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