DIADORA | Page 17

In 1948, work shoes and climbing shoes were made by hand in a workshop in the town of Caerano di San Marco. Thus, with founder Marcello Danieli, the Diadora brand was born, which later became one of the most influential fashion sports brands.

Diadora entered the world of professional sports in the 1970s when it signed a contract with Australian tennis player Martin Mulligan. However, the drive to the top began with the brand's collaboration with Björn Borg, an athlete who would become a five-time Wimbledon champion before he was even 26. And the brand walked the road to the World Cup with him.

Two decades later, Roberto Baggio, wearing Diadora trainers, changed the history of Italian football in a match against Czechoslovakia at the 1990 FIFA World Cup. Since then, wearing Diadora shoes became his trademark. The brand itself became an emblem, as it remains to this day.