How Diadora Became An Underground Status Symbol Among UK Casuals

Our latest film, produced in close collaboration with @diadoraofficial and original members of the scene, looks at how Diadora went from being a undiscovered label in Europe to one of the coveted underground status symbols for UK football casuals. Read more on the story here: hsnob.co/3u7nf #Diadora70th ​#Diadora
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[@xandercanale]

Diadora is now a very very fashion and high quality brand. Unfortunately doesn't have all the billions of Nike and Adidas advertising but believe me.... That's a real great italian brand i love it

[@Justin_Kline_223]

The Red facts

[@dinohermann1887]

@@LuxeMaster Adidas and Nike are not different either. And btw, a few Diadoras are made in Italy!

[@IcejjfishTbone]

@@dinohermann1887 . Not to mention the ones made in Italy are still affordable

[@oneforallallforone1821]

real fact

[@aldairramirez4058]

Post more on Casuals Subculture.

[@djjlc]

Aldair Ramirez lol there’s no such thing, sorry

[@CantThinkofaCoolOne]

50's, 60's, 70's, 80's, 90's - the Brits have had something awesome happening in music and clothes in every one of those decades. Love it.

[@victwenty2324]

and sadly we now have commie marxist millennial with no culture whats so ever serio tatchini track suit top...farah trousers adidas trainers aged 12 AND I WAS BAD ASS

[@KeepBritaintidy-pp5st]

Nowadays the girls wanna be boys and most boys are girls with a culture of posing on Facebook.. We, with generations before, built Britain and they are helping break it. We need to wake society up and we all know how

[@akuaku3496]

@@KeepBritaintidy-pp5st there is a real culture between us younger ones only thing is us real ones dont get caught💪🏽 fuck all that fanny shit with Facebook and skinny jeans

[@hassaananwari2460]

vic twenty shut up u gammon

[@aalb1873]

I did not believe that Diadora shoes were so popular outside Italy. I remember when I was a kid and a teenager in late ‘80 and early ‘90 that everyone wanted Adidas and Nike. Diadora were used mainly to play football and marathon. It’s true nobody is a prophet at home!

[@Justin_Kline_223]

A Alb it was kinda the same here in the US but, only the hustlers who has money wore this brand and others in the 80’s

[@thatGuyQuincy]

A Alb imma american (from new york) diadora is my main go to sneaker (top 3 brands for me is diadoras le coq sportif from france & karhu from finland)...to go with a nice diadora ,sergio tacchini ,fila or ellesse track top...no better feeling ✌🏾

[@nestum23]

@@thatGuyQuincy Where can you get Le Coq Sportif in NYC? Thanks

[@thatGuyQuincy]

Néstor Sánchez i order from european boutiques.. i dont never see lcs in harlem bx or queens stores

[@Hborn]

Dr jays

[@devilsmenutv2621]

My mum would buy me shit trainers so I got my first job at 13 washing up in the Silver Hound restaurant in Haringey Dog Track. I got my first pay packet and immediately bought a pair of Diadora Gold Borg Elite's. Best trainers ever along with Adidas Forest Hills 82 white soles.

[@cadeshaanderson6081]

OLd heads always compliment me on my Diadora's. Young folks often confused that a shoe they've never seen can look so good. If they only knew how little I paid for em.

[@saccharineserf7316]

I remember having diadoras for pe in high school and people taking the piss because they weren't cool by that point, but I knew I was on to something good

[@crist3809]

Will Baxter dude even i rocking fila 3 years ago people would say what are those, you dress like an oldhead ,now look at them and im just lmao

[@wittyexquisite]

christian kumara putra everyone is starting back to wearing the Fila back in the U.S.

[@darthvictor001]

I had the same thing. Black and white Diadora shoes for gymnastics class. And my t-shirt was Fila. People used to laugh because I wasn't wearing the newest Nike and Adidas. But now people on the street ask me where I bought the shoes or where I bought my Fila t-shirt. Same thing with Ellesse The retro brands are making a comeback. Good for the brands, but a bit of a letdown for casuals like me. Don't want to be associated with the mainstream.

[@delprieststokes9133]

Tabon yemek British knight kangaroos pony world of troop prokeds PF flyers lecoq champion kswiss puma

[@wescollins6527]

+wittyexquisite only the grant hill filas

[@roggerpenguin5699]

I saw this as an ad originally and it was better than the main video

[@rich8305]

Diadora are the best - only the mid- late 90’s shoes were cheaply made. They’ve been rescued and are still top-quality

[@aimannazri6472]

i miss the old football british subculture...back days we wear Diadora,Fila,Adidas munchen,gazelle,spezial,samba...now all hypebeast lol

[@dindahps1264]

I remember, 8 years back when I was in Junior High, I went to mall, found a Diadora shoes, forgot which type was that but it was white and looked like air max and I asked my mum to bought me that but she denied bc I my old shoes were still ok. then I returned home cryin like a baby, then my sister told my mum that I really wanted the shoes then the next week my mom brought me to the mall and bought 2 pairs for me and my sis and I was freakin happy and wore that to play volleyball and basketball lmao

[@GeslerDavidAvalo]

I love Diadora!

[@philcoulthard2445]

Dope video, I wish the European brands would make a bigger comeback. All this Adidas and Nike hype is boring

[@dannyprice8661]

Phil Coulthard Adidas as European

[@philcoulthard2445]

I meant the smaller one that faded at the end of the 90s.

[@crist3809]

But sergio tacchini and elesse stone island lyle and scott napapajiri alreay making their comeback tho? Even hypebeast wearing them.

[@joshsmith7812]

Phil Coulthard Kappa and File has made a huge comeback

[@davidlopes334]

I get you the real cream like Reebok, Diadora, Puma, Le Coq Sportif, Lotto and Hummel

[@shadowhalfcast]

In Aberdeen in the 80s the fashions appeared hyper fast, particularly amongst the 'under fives'. It could be blazers, chinos, Benettons, in the spring, and Mr Men t-shirts and brown cord flares, with Kickers by the summer. Even going back to a skin head look inspired by Red or Dead, with braces and black bomber jackets, with soviet badges down one arm, or, the VW logo ripped from cars pinned on (the Beastie Boys were big at the time). It was also the way you wore your clothes ... like waxed Barbour jackets got big, usually worn with the collar fully buttoned up, but the jacket undone.

[@thedogs4650]

Love It

[@stuartglass6855]

Italians style always the best. I love it. In the 80 PANINARO he was a typical fashionist dressed entirely in very expensive Marche. Stone Island, Armani, Lewis, El Charro, Scott Jacket Montclair, Timberland, and Burlington socks 18 pounds a pair

[@allysharif7748]

Where I'm at we mainly loved their football boots. Great stuff. Not so much into their clothes,casual shoes

[@princessleath6195]

Post more it's an eye opener on fashion

[@lagkageguldager7414]

Great video, what more can be said honestly.

[@BIGDO13]

Not from the UK, but I got me some Diadora's... great sneakers... I rock what I like, fucka brand status... Diadora makes great lookin sneakers... simple as that.. But the history is fascinating.

[@yohi7974]

I remembered when i was in 5th grade i wear diadora My classmates make fun of me i dont care about them. Now im in sophomore year i want a diadora. Are they still selling tho

[@Travis73917]

Yea

[@WorldRaceMVG]

Still confused but dope

[@LucaBellesi]

What is the song played in the background? It's great!

[@Tazza81]

Luca Bellesi read the credits at the end

[@fiercey1]

Looks like Ray Winstone on that vespa

[@marx145]

This is sick

[@DeanSatan]

Agreed.

[@1997scottd]

Did you know it was actually Aberdeen that first brought dressing smart to football games in the UK. Man u played Aberdeen and they started it in England

[@chii270]

Still my favorite sneaker brand period.

[@thatGuyQuincy]

Ekawa Taiei good taste

[@user-oq7ut3pw2n]

Best

[@christophaltmann8711]

Borg Elite, the most iconic tennis shoes of the 80th besides Nike Challenge Court.

[@alexdelgado4662]

I wore diadoras in the early 90s as tennis sneakers when Mark Currier was the face of them.

[@markwilson4052]

I had a yellow and grey Diadora kagool

[@ykms2058]

What are those @1:31 the blue pair ?

[@stuartglass6855]

FILA, DIADORA, SERGIO TACCHINI, I LIKE THE ITALIAN STYLE. LAZIO ULTRAS TOP BOYS IN ITALY

[@sylvester5804]

I enjoyed this but it was too short

[@marcp3788]

It was a long Diadora advert

[@christopherjames5895]

I had a pair of pop Borgs :)

[@adycrap]

Diodora, gathering dust in a sports direct near you

[@victwenty2324]

go to italy there still number one trainer everyone local in venice had them on and some were lush

[@croydonable]

Youve obviously no idea how exclusive Diadora was back in the day,

[@80scasualclassic]

so clueless not in sports direct - hiding behind a fake name ?

[@Pyt-jx3jd]

Diadora, Kelme, Kappa, Hummell, Fila, Topper, Mitre, Asics, Rainha, Lotto

[@thatGuyQuincy]

Diadora / le coq sportif / karhu my top 3(asics & mizunos close behind)..good lineup though buddy 👍🏾

[@steampunkster2023]

I bought my first canvas Diadora shoes recently...it was love at first sight.

[@markmarshall3386]

Diadora Borg Elite, with the gold stripe kangaroo skin. Those were the ones .

[@joebee1558]

Still are

[@Equilibrium36936]

Thats so sick the way they brought them back from european away days

[@sfr7139]

In my local sporting shop diadora sitting sad in the lonely back corner. Cant even rival skechers

[@megafentianalestari903]

damn..it makes me proud to wear my diadora

[@trainingaccount7528]

The trainers definitely, but anything else, please!

[@schoi604]

Wow, I had my first pair of diadora b elite white gold in 1984. I still miss them a lot. I don't know if its really but I heard they were made by kangaroo's leather.

[@angie-smart-but-casual]

They were only pair you could wear rest are suited FACT

[@jneal21]

Got the diadora blue koalas pukka shoes

[@worstxb1playertylerteehc635]

Mr Primmet is the man.

[@dad_onduty]

Yes. This is what all the ultras people wear everytime they go to a football matches.

[@evantaylor989]

dad on duty not ultras they're European gay boys Britain is Casual

[@MrSETCOMS]

Un Chile... Diadora Gildemeister (local tennis hero)

[@ec.1121]

Belgian casuals in the 80's copied their look from the British and German scene . I remember Fila Kappa (ugly) and lots of reebok mixed with Chevingon and alpha Industries. Cant' remember Diadora And most of the Adidas Originals ( Munchen,Hamburg,Broomfield ao.) Adidas Torsion was the most popular shoe.Just today i bought Diadora's without the knowledge that they were part of the 80 casual scene . I just wished i knew exactly what models we wore . Anyway these shoes are great and so were the 80's.

[@angelreyes5582]

Diadora is my favourite tennis shoes brand ever, actually i have three pairs of diadora 👌

[@westsideisdabest7825]

"Hooliologist" lol

[@giacomobasso6043]

3.16 It's hard for an italian listen "taccini"

[@saifulizhan]

I loved diadoras. They were well built in those days. Now their quality has gone down after they stop making them in italy. Not just the shoes but the track suit of some great italian design that no other brands of that time could offer. Now everything they produce are rubbish. Bought a diadora sport shorts a few months ago and within a month there were holes in both pockets.

[@shokosugi561]

saifulizhan Same with Adidas Gazelles etc..Really cheap made now..

[@iangavin4745]

GIVE YOU A TENNER FOR IT ALSO HERES A TIP GET YOUR NAILS CLIPPED DERRR

[@SangMarocain]

I’m Moroccan and I wear red diadora back in 90’s

[@ianturnbow7011]

Mac Miller wore Diadora high tops in the Self-Care music video (2018). R.I.P.

[@MiikeMizzel]

I remember having Diadora soccer cleats in middle school 👍🏽.

[@janpm262]

wich song is this?

[@mki406]

Jan PM beach baby limousine

[@CraptasticFail]

Sergio Giorgini. Expensive. Yours?

[@stephendonlon3199]

Office ?

[@bernadettewigfield419]

Diadora representing the elite 😂😂😂😂😂😂😂😂😂

[@user-oq7ut3pw2n]

Diadora i love

[@nurhamizan9859]

my father is diadora lover

[@tonyspyrou2450]

Diardora Borg elite early 80s in london too trainer

[@matilde_sei_mitica]

I live near Caerano; when I was a child I always wore Diadora tracksuits and sneakers. I didn't know Diadora became so important for an English subculture, it's crazy!

[@jayrichardson2132]

I loved em but I had a pair and they took the piss at school as it was always Nike or adidas so I brought some adidas lol

[@bernadettewigfield419]

+Lewis D 😂😂😂😂😂

[@yeungeddie]

OIIIII

[@RianRian-ek4pm]

At least they keep the price cheaper..

[@alexthelizardking]

Got a heritage elite. Fits like a dream.

[@johnboy4067]

Diadora used to be really expensive now there pennies

[@uccimane]

feels like an ad and not factual.

[@diegoscopia]

yeah, casual culture was extremely toxic and racist, i guess looking at it back like a good time is a thing for marketing, but honestly there are far more interesting subcultures than football casuals to talk about.

[@crist3809]

BoltaVS ikr fila prices are going insanely up because those hypebeast , ughm

[@dopesensi]

TDL Play's It was extremely racist ? Did you hear what Cass said about colour ? Or just comment on someone without listening? Think you're the racist mate.

[@angie-smart-but-casual]

Sad but true diadora were always seen as poor man's trainers so fabricated but southern style northern we stayed with Adidas samba trim trabb gazelle then Nike white/ red / blue swoosh first in Leeds to have Nike red and blue and first to wear levi 501 mid 80s queued for hours but that night out with Valentino shirt 501s and gazelle

[@brendonlay8382]

Casuals and no stone island?

[@Lukas-tf3nu]

Stone Island is so over exposed that by this point, it's synonymous with the casual culture. Just look at films like Green Street Hooligans- it's as if the writers thought Stone Island is the only brand that English football fans wear.

[@peterpiper5905]

When a 14 year old scruff stood outside a shop with a tatty pair of trabs starts wearing Stone Island, the brand is Dead. CP Company etc is its evolution. Round Liverpool Diadora wasnt hot, Gabicci shirt and pristine Adidas trabs was our colours back then.

[@qnikqsy3085]

I had 10 pairs of b elite diadora. This made novadays in china are not worth a penny. Even silver italy made diadoras that retail for 115 are unusable after year. Last good diadoras were made in indonesia, but this are gone since 2010 I think.

[@andreszavala386]

As someone who wants to know who this is or what he impacted, this video was poorly put together. It introduces to many things to quickly and they don’t seem to string together well.

[@bearhughes7009]

in my almost 30 yrs skateboarding I rode 2 pair Diadora best shoes ever

[@murishal]

In Yugoslavia we had similar brand YASSA (Jugoslavenski Asortiman Sportskih Artikala) but never exploded into the world.

[@filthymcnastyazz]

Casuals=mods

[@nicolagarrett1308]

Dj KELLY B..YES..ISLINTON TOPBOY.

[@xfoolsgoldx]

I was a 80s casual but I was into hip hop and dance music. The 80s tracksuit was born out of 80s breakdance not football

[@howdu7479]

Wrong, tennis.

[@alexwalter92]

Stone Island⚽️⚽️⚽️🥊🥊

[@peterpiper5905]

Stone island about 10 years ago ya melt. Rats with shit trabs wearing a Stone Island jacket is just comedy

[@mycodenameisejatt]

Football hypebeast... Nothing to do with football

[@TheDriftingsmoke]

old people

[@TheMisanthroPunk]

This type of clips means subcultures are not a threat anymore. Just a way to make money on wannabe tough kids

[@restlessmind5770]

Nike, only Nike

[@elisabrown3018]

Restless Mind Adidas has always been the number one trainer always have and always will with the casuals,stood the test of time👍

[@whittaks215]

No disrespect but diadora were shite quality. Lucky to last beyond a couple of months.

[@lou00006]

Lmao Diadora was and still is shit Is this a paid promotion?

[@djjlc]

lol who ever told you diadora was a thing is lying 🤥 they were crap back in the day and they’re just as crap today don’t believe no nostalgia hype on this one ☝🏻

[@geekaleek]

do you even watch football?

[@bennypaddycake7182]

djjlc say the guy who look like a hypebeast xD

[@80scasualclassic]

the most premium and sort after shoe for many 81-85 clueless comment search google etc its fact

[@djjlc]

Il take it seen as I good 9 likes and top comment, keep crying like little girls for this dead brand!

[@MatthewJwelty]

nah, you're wrong. Take it as a lesson and learn something for once.