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. With the ’70s came a young generation whose explosive interest in athletics initiated a boom in the sporting goods industry. Based originally on the renowned Italian artisan techniques, Diadora’s shoes became more and more technologically advanced, thanks to cooperation from champions such as Guillermo Vilas, Martin Mulligan and Björn Borg. The mid-’70s also marked Diadora’s entry into the football category, aided by Roberto Bettega, who both provided invaluable consulting information. Diadora America is the #3 brand in the market share in football.