With everything turning towards vintage sportswear, it was perfectly timed and serendipity to receive an invitation to the Diadora museum. Located near Treviso, around 40km from Venice, Diadora, the Italian sportswear brand and manufacturer, is having a renaissance and riding the wave of the revival of 80s sports classics and men’s terrace wear.
Left - Diadora HQ is near Treviso, a town in the Veneto region of north-east Italy
Unfortunately not open to the general public, the museum is located at the head office and factory. Since July 2009, Diadora has been controlled by L.I.R. the holding company owned by the Moretti Polegato family, who also own Geox. They have re-established the Diadora brand and the museum is there to remind and explain to visitors and employees the brand’s history and sporting heritage.
Right - The timeline of Diadora's history in the museum
Diadora is from the Greek, dia-dorea, which means, ‘to share gifts and honours’, and was established in 1948 by Marcello Danieli to make mountain boots. Treviso is situated near the mountains and the Italian mountain police required special boots for their duties and this is why many of these types of manufacturers and companies sprang up in this area after the war.
In 1960 Diadora shifted its production to sports and during its heyday in the 1970s, 1980s and 1990s, it was worn by some of the biggest sports stars of the time including Ayrton Senna, Sebastian Coe, Bjorn Borg and the Italia ’90 Italian football team.
Left - One of many of the famous sports shoes in Diadora's hall of fame - Here is Boris Becker's
In 2009, Enrico Moretti Polegato, a member of the controlling family, became the new president of the company with the aim of enhancing the brand’s worldwide reputation and production. A background as a lawyer, and softly spoken, he kindly gave us the tour of the museum.
Right - Inside the factory where 10% of Diadora's shoes are #madeinitaly
The museum starts with an overview of nearly 70 years of history with a few of the original machines and processes it takes to make the shoes. An enviable collection of signed football shirts illustrates the depth of names who have worn Diadora.
The next part is where Geox’s expertise comes in. Masters in sole innovation and construction, they are regarded by some as the best, producing comfortable and practical footwear. A new concept, centred in the room, illustrates the breathability of their soles and how they are bringing this technology into Diadora’s new footwear.
Left - Diadora's sporting greats on the outside of the headquarters
The final part is Diadora’s greatest hits: a display of all the sports people who have worn Diadora over the years including Boris Becker, Roberto Baggio and Francesco Totti pictured alongside their shoes.
Diadora’s collections are a good mix of heritage with modern finishes and techniques centred around the sports shoes and their current collection of 'Heritage' casual wear has the strong branding people are currently looking for. They do pure sports shoes, casual shoes and vintage inspired shoes, for many different sports, and they also produce utility shoes. Around 10% of their shoes are, now, made in Italy, and around 30% is made in neighbouring countries in Europe.
When I visited they were making utility shoes in the factory adjacent to the museum. The small production space is connected to the design department so they can prototype and produce in limited runs and in tighter time frames. Diadora has recently specialised in producing special collaborations for brands and retailers.
It feels that being part of a bigger group, Diadora, has more stability and the expertise and investment you need in order to be able to keep up in this very competitive market. As people grow tired of the sports mega brands and a return to those with real heritage, Diadora is in the perfect position to reap the benefits with quality products that are well made and define this new era of retro sports that has hit the current fashion scene.
Right - Diadora's current SS17 campaign which references its 80s archive
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