Diadora Mountain Biking Shop

Diadora is born: the 50s
During World War 1, the section of foothills in the Veneto from the River Piave to the Montello Range, constituted a strategic front for a long time contested by Italy and Austria. In order to meet the needs of the Italian army deployed from November 1917 to defend their control, a production of military shoes and boots was set up and this provided one of the essential items of supply for the victorious Italian presence on that front.

The experience gained during the war was consolidated during the first post-war period with the craftsmanlike production of stocking soles and mountain boots. The Montebelluna area soon established itself as a landmark, known throughout Italy for this type of production and thus moulding the industrial ocntext in which, ih the not too distant future, Diadora would also be born.

Immediately after the second World War in fact, from the creativity and enterprise of Marcello Danieli, DIadora was born. It was 1948. Combining the knowledge acquired on the territory with a mulish stubborness, its founder very soon succeeded in impressing his products firstly upon the Veneto region and then upon Italy. During this era Diadora was a true workshop where the best mountain boots on the market were virtually handmade.

Diadora: "Sharing gifts and honours"
This name "resounding and brilliant" was suggested to Daniel by a friend. The word Diadora is a term derived from the Greek, and originally meant "from Zara, a Zaratine", to specify the inhabitants of the Damation city. The expression reappeared in Italy at the beginning of the 1900s in the name of a historic sports society based in the Lido of Venice which won a historic bronze medal at the Paris Olympics in 1924. The name Diadora was connected to a sporting feat for the first time, a distant prelude to a future that would be studded with memorable successes.

The word DIadora, morever, contained an ulterior significance which would be reflected in the principles of the future brand name. In Greek, "dia-dora" means "by means of gifts", "to share gifts and honours": the sharing of successes, the concept of team in the competitive situation, competition that respects both team mates and opponents, would become just some of the fundamental principles behind the Diadora trademark.

Our Shop Admnistrators hand pick products and these are our Diadora Hot Picks: