Diadora
Moretti Polegato family (via LIR) · Italy
Diadora is an Italian sportswear and footwear brand founded in 1948 by Marcello Danieli and based in Caerano di San Marco, Veneto. The Moretti Polegato family, owners of Geox, acquired it in 2009.
| Founded | 1948 |
|---|---|
| Founder | Marcello Danieli |
| Owner | Moretti Polegato family (Geox owners), since 2009 |
| Headquarters | Caerano di San Marco, Veneto, Italy |
| Segment | Sportswear and outdoor |
| Website | diadora.com |
What is Diadora?
Diadora is an Italian maker of athletic shoes and sportswear, including football boots, trainers and apparel such as T-shirts, polos, hoodies, jackets, leggings and shorts.
History
Marcello Danieli founded the company in 1948, and its first product was mountaineering boots. It entered football in the mid-1970s and tennis through Bjorn Borg. In the 1980s its shoes became a status symbol in British football casual culture. Marco van Basten and Roberto Baggio were brand faces, each with signature boots.
Ownership
In 2009 the Moretti Polegato family, which owns Geox, acquired Diadora, beating a sale process opened by the Spinola family, the previous owners. In July 2013 the family's holding company LIR bought Diadora's trademark rights for China, Hong Kong and Macao from Hong Kong-based Win Hanverky for 9.2 million euros. Wikipedia lists Geox S.p.A. as parent, which conflicts slightly with the family holding description, and later changes have not been verified.
Business model and distribution
- Global sales: the brand sells worldwide. A 2008 joint venture, Winor International, handled it in China before the 2013 rights purchase.
- Football: kit supply deals have included clubs in Norway and Brazil.
- Running and US: the brand sells footballs in the US, and Wikipedia notes a 2025 name, image and likeness deal with runner Marco Langon.
Why it matters
Diadora is a heritage Italian sports footwear brand that has remained relevant through casual and retro style. Its link to the Geox founding family makes it part of a wider Veneto footwear industry.
Frequently asked questions
Who owns Diadora?
Diadora is owned by the Moretti Polegato family, who also own Geox, which acquired it in 2009 through its holding LIR. Wikipedia lists Geox S.p.A. as parent, and later changes have not been verified.
Where is Diadora from?
Diadora is from Italy. It was founded in 1948 by Marcello Danieli and is based in Caerano di San Marco, in the Veneto region.