“Our dream is to rise above our own success,” reads the sign at the entrance of Diadora’s headquarters in Caerano di San Marco, a prosperous and sleepy town in the province of Treviso. The original Italian slogan, penned by Enrico Moretti Polegato, has defined the company since he took the helm as President in 2009, becoming the driving force behind the modern rebirth of a brand synonymous with sports culture.

It was 1948 when Diadora’s small artisan workshop began producing mountain boots. What followed were decades of athletic triumphs and global sporting glory – built on the foundation of superior Italian craftsmanship and the iconic recognition of a brand that would become a symbol of excellence in global sportswear. Then came a period of decline. Later, a dazzling renaissance led by the Moretti Polegato family: a new era rooted in a deep connection with the local territory, respect for the past, an understanding of the present, and a clear-eyed vision for the future.

This narrative springs to life in the Atomo Star, a shoe that bridges the debate between honoring icons of the past and reimagining them for tomorrow. As Enrico Moretti Polegato explains, at Diadora, everything begins by returning to your roots – then projecting forward with intention.

His words offer an intimate connection to the production stream—or better yet, the stream of consciousness—of a brand that has never needed an introduction, allowing us to delve deep into its identity.

THE TERRITORY. Where the timeless wisdom of the Dolomites meets the gentle fertility of the Prosecco hills, Diadora’s essence takes form. That essence is grounded in the artisan tradition of a unique Italian crossroads: a place where ancient knowledge and the avant-garde converge, giving rise to a cultural hub as rare as it is invaluable: the cradle of exceptional sports footwear. Vineyards and farmhouses stretch as far as the eye can see, while hands and machines work in concert – not just assembling shoes but composing artifacts. These are new, respectful chapters in a living legacy shaped by the world and shared with us since the postwar years.

“Caerano di San Marco and the surrounding area are incredibly valuable for Diadora, as the brand has been based here since 1948. We’re in a region that, historically, boasts world-class know-how in the creation and development of sports products and the technologies connected to them. One of the main reasons behind our investment in 2009 and subsequent acquisition of Diadora was a desire to preserve that heritage for this region. Today, the expertise and professionalism cultivated in the area around Caerano continue to enrich the company. We develop the business with the territory itself in mind, staying faithful to its artisan roots while continuously innovating. We’re among the few brands that still produce locally here, and we do it to safeguard the knowledge built up over the past century.”

THE PAST. Walking through the towering photos and sacred relics of Diadora’s archive is like stepping into a cathedral of sports memory: the cybernetic precision of Edwin Moses, the immortal aura of Ayrton Senna, and the golden elegance of Björn Borg. Alongside the moral stature of Pierluigi Collina, Marco Lucchinelli’s cowboy boots, and Gelindo Bordin’s tears on the Seoul ‘88 track shines a dazzling roster of global football legends: Roberto Baggio and Francesco Totti, with their golden Brasil Italy boots leading the charge. The archive, rational in layout but emotional in impact, speaks volumes: a museum dressed as a gallery, dedicated to Diadora’s place in sports mythology.

“One iconic memory I hold of the brand is the image of Roberto Baggio wearing Diadora shoes during Italia ‘90. I was just a kid, but that image is still vivid in my mind. Only later did I truly understand the immense value of a symbol like Baggio for Diadora. We’re talking about a champion born and raised just an hour away from Caerano di San Marco who chose to represent the region and champion it throughout his career. There’s still a great sense of pride and affection for him, a legend who walked these halls countless times, and his legacy is alive and well here. The same holds true for the long line of champions who’ve represented Diadora throughout their careers. The archive photos inside and outside our headquarters tell those stories. They inspire, but they also remind us of the responsibility we carry.”

THE PRESENT. Office by office, a multifaceted atelier takes shape, defined by the company’s unique morphology: a refined touchpoint between what was and what could be. Sport & Marketing Director Gelindo Bordin, the Olympic marathon champion, and Global Running Manager Floriano Macchione, an ultrarunner on the brink of tackling the Marathon des Sables, guide visitors through the evolution of performance footwear, highlighting the continuity between tradition and transformation. They embody the state of the art at Diadora: family-driven but globally engaged, hanging in the balance between the wisdom of experience and the instinct for what lies ahead. There’s a palpable sense of human insight ready to merge with inspiration and design. At the heart of it all is Larissa Iapichino, Diadora’s new ambassador—a long jumper with both national pride and global ambition. She embodies the company’s contemporary energy: passionate, rooted, and focused on the future.

“Looking back in time is fascinating, but the strongest emotions come from those athletic achievements made in the here and now. There’s a clear sense of responsibility in continuing Diadora’s sporting legacy and in translating its history into something that’s meaningful for the present. Watching a young Larissa Iapichino become European indoor long jump champion, for example, was a moment of pure joy. I was at home with my family, and even my daughters felt the significance of those moments. After watching Larissa at the Paris Olympics, one of them went out and joined a local athletics club. She’s 9 years old. Her older sister, who’s 14, is interested in design and already understands the importance of research and innovation at Diadora. I believe our strength lies in igniting emotional resonance, primarily driven by the sporting feats of our athletes, and then fostering a natural process of exchange and value-sharing between people and the company.”

THE FUTURE. The Atomo Star glides through the machinery of the R&D Center, a cutting-edge laboratory nestled within the heart of Diadora’s deep reservoir of knowledge. It’s the company’s beating heart, the latest pulse in a rhythm that, since the arrival of the Moretti Polegato family, has returned to the steady tempo of its golden era of the ’80s and ’90s. Prototypes, tests, and data chart a new direction, transforming timeless artisanal heritage into the pursuit of discovery and progressive revolution. Even in this hyper-modern, data-driven environment, Diadora’s core values endure: intangible yet powerful principles that fuel the brand’s high-performance sport tailoring, creating an identity that is both steadfast and constantly evolving.

“The past is our legacy. The present, our challenge. The future, our dream. The secret lies in holding these three worlds together, giving each its due as they converge to form the core of Diadora. Without heritage, we would lose our essence. Without attention to the challenges of today, we couldn’t evolve and progress. And without dreams, we wouldn’t have a vision or the ability to build. One of the paths we’re committed to is a close partnership with elite athletes. These collaborations are not just about visibility; they’re a testament to the quality of our products and technologies. Working with sporting excellence gives us crucial feedback and continuously pushes our Research and Development forward. At Diadora, personal relationships are at the heart of everything: relationships within the company, with our distribution partners, and especially with the athletes themselves. Every athlete here is treated as a protagonist, a true partner in our journey. That’s who we are, and that must never change.”