Diadora is an Italian football, tennis, running, cycling, rugby, athletic shoe, clothing, and fashion accessory manufacturer with locations in Italy, the United States, and Hong Kong. Diadora is the only Italian athletic footwear and apparel manufacturer to still make some of its products in Italy, a tradition that began in 1948 when the company's founder, Marcello Danieli, first began working in the trade as a young boy. Danieli, helped by his wife, managed to successfully launch his first product, mountain climbing boots. During the 1950s, a reputation for excellence and quality helped the company grow and become a familiar name throughout the Italian market. During the economic boom of the '60s, people began to enjoy prosperity and increased recreation. Skiing became popular and Danieli once again met the needs of the market by manufacturing ski boots and the first apres-ski boots. Next, Diadora introduced running shoes and shortly thereafter, tennis shoes.
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