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Diadora was born in 1948 by Marcello Danieli with the vision of providing Italian athletic footwear and apparel. With the help of his wife, he successfully launched his first design, a climbing boot which demonstrated the excellent design and quality Diadora are renowned for.
The brand was the first Italian clothing company to develop a brand new concept for sports marketing, working alongside the likes of Bjorn Borg and Roberto Beggeta to help promote the brand within the fashion and sports world. Over the years the company has continued to grow and has become a high quality streetwear brand but still continues to produce the retro classics like the Borg Elite trainer.