Brand The term Diadora is derived from the Greek "dia-dora", which can be translated as "sharing gifts and duties". Sharing successes, team spirit in professional sports and competition in which competitors and opponents are treated fairly are just some of the principles that define the Diadora brand. This diadora, with its profound and romantic meaning, is accompanied by a symbol, an ornament that represents the concrete artisanal origins of the company, which has been producing shoes since 1948. The symbol does not represent an arrowhead, but rather an open, stylized upper, which is the most important element in making an athletic shoe, casual shoe or work shoe.