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Diadora started back in 1948 as an artisan's laboratory making mountain boots. The brand became more sports conscious in the 1960's when it became a leader in cutting edge characteristics with high quality fabrics trainers. It was in the 1970's that sports made an explosion in to the professional area and Diadora was the first Italian company to develop a new concept for sports marketing, with bring in names such as Bjorn Borg and Roberto Beggeta. The brand has continued to grow into the brand we all know today and still continues with the retro classics like the Borg Elite.