Diadora is a company born in 1948, in Cerano di San Marco by Marcello Danieli who, thanks to his wife's help, gives birth to a fruitful handcrafted production that soon brings the quality of the products not only on the Venetian landscape, but also on the national one.Initially specialized in hiking boots, during the 60s the company started getting closer to sport, increasing the production of sportive footwear, such as ski boots and après-ski boots. Right in this period, Diadora makes a jump in quality, acquiring new machinery and American production patents, such as die casting.1976 Montreal Olympics marks the definitive Jump of the Italian brand into sport. Diadora sponsors tennis, soccer and track-and-field champions, having its name beside personalities such as Björn Borg, Roberto Bettega and Giuseppe Gentile. The 80s, beyond ulterior technical developments, see Diadora improve itself as far as sport sponsorships are concerned, from cycling to fencing, from boxing to pentathlon, from volleyball to car racing and so on.The brand, after having been acquired by Invicta, has recently merged into Geox.