Originally founded as an artisan’s laboratory in 1948, Diadora had already established a reputation for high quality, cutting-edge running and tennis footwear when they entered the football market in 1977.
Their partnership with Juventus and Italy striker Roberto Bettega not only provided them with a high profile on the pitch but also valuable technical feedback. Zico gave Diadora another push worldwide with the Brasil model, a classic boot refined and perfected year after year.
European Footballers of the Year Marco Van Basten, George Weah and Roberto Baggio were all able to testify to the quality and innovation of the brand’s boots and the production of classic Azzurri kits from Mexico 86 through Italia 90 to USA 94 only increased their prestige.
Players of the calibre of Christian Vieri, Roy Keane and Filippo Inzaghi ensured Diadora stayed in the spotlight well into the new century. Now the re-release of the iconic 1984 Brasil boot, still crafted by hand from the finest kangaroo leather in Montebelluna, confirms Diadora’s resurgence with the ultimate hallmark of quality: Made in Italy.
Can you give us a quick introduction to Diadora?
Diadora has a very long history. It was founded in 1948 so we have a history spanning for 68 years. We started out producing mountain boots but then the name Diadora was made great by sports like soccer, tennis, running and, at the time, even Formula 1.
Diadora has a reputation as a true footballing brand worn by many great players. Can you talk us through its legacy in football?
We have a very strong legacy in soccer. We have been dressing some of the most famous soccer players in the past like Roberto Baggio or Marco Van Basten or also George Weah so we have a big know-how. We know how to make nice shoes, nice soccer boots, Italian looking with cutting-edge technology.
You’re re-releasing an iconic boot, the Brasil. Why have you decided to bring it back?
Brasil represents the history of Diadora and Diadora represents the history of soccer so with Brasil we want to celebrate the heritage of soccer and the Italian way of doing things.
Is it important that the boot is made in the home of Diadora?
It is important to have a ‘Made in Italy’ soccer boot because it is here where we can apply our real know-how and being able to go on producing in Italy enables us to preserve the Italian know-how in shoes.
Approximately how long does it take to produce the Brasil?
We have a very long production process with the Brasil because it's fully handmade and when we use machines, they are machines dating back to the 80s or to the 90s because they have to give a handmade and artisanal look to the shoe.
How important are the materials and craftsmanship to Diadora?
Craftsmanship and materials are key in the production of a shoe because they provide comfort for the wearer and a nice look to the shoe. Even more, with the best materials you can also give the best performance as a soccer player.
Do you think comfort is important in every football boot?
I think that more than comfort, the most important thing is being able to enjoy the sport you are doing and you cannot enjoy your sport if you are wearing the wrong footwear.
Would you say Diadora believe in quality over quantity?
We do believe that quality is more important than quantity. We do believe that we have to pay great attention to each piece of Brasil ‘Made in Italy’ we are doing because we are giving our best product and our best know-how to the most exciting soccer players in the world.
What do you feel makes Diadora boots different from the rest?
Diadora is the only one brand that can put together sports technology with Italian savoir faire, the Italian way to do things, so if you want to look Italian but have the cutting-edge technology in your soccer boots you have to choose Diadora.
Without giving too much away, what can we expect from Diadora in the future now they are back in football?
We will go on producing our top lines in our in-house production line and we will go on proposing new technologies to enhance the wellbeing, the performance and the joyfulness of our consumers..
And finally, what is your favourite Brasil? Is it the black and white boot or is it the white and blue?
I do prefer the white and blue - more elegant.
High in the Montebelluna hills, housing their original production line, a museum and creative offices, Diadora HQ is located in the town of Caerano di San Marco, birthplace of founder Marcello Danieli.
A leather expert, Manuele’s 35 years of experience ensure premium quality.
Ornella works on the neckline phase to guarantee a perfect shape and fit.
Andrea is responsible for pre-shaping the leather to define the upper.
Roberto applies the glue to the upper bottom and sole before final assembly.
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