Diadora was founded in 1948 as an artisan's laboratory for making mountain boots, these quickly established themselves as the best on the market. By the 60s the brand had shifted it's attention to the world of sports, creating high quality and cutting edge designs. The 70s marked it's explosion into professional sports, champions such as Bjorn Borg and Roberto Bettaga. It shaped the new 'lifestyle market'. They contiued to work with celebrity sportsmen, eventually take their turn with designer collaborations.