Diadora is the only Italian athletic shoe/clothing manufacturer to still make some of its products in Italy, a tradition that began in 1948 when the founder, Marcello Danieli, first began working in the trade. He successfully launched his first product, mountain climbing boots. During the 1950s, a reputation for excellence and quality helped the company grow and become a familiar name in the Italian market. They 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 industry.