In the late ‘80s and early ‘90s, Diadora established itself as a powerhouse in Italian football, becoming synonymous with an era of dominance and flair. Rooted in Italy’s vibrant sporting culture, the brand captured the essence of the Serie A’s rise to global prominence, both on and off the pitch. Diadora was worn by legendary players such as Roberto Baggio and Marco van Basten, whose skill and style elevated the brand’s visibility.

Partnering with Diadora is a natural step for Amsterdam-based Lack of Guidance, as both brands share a deep appreciation for football’s cultural and aesthetic impact. Diadora’s rich heritage aligns seamlessly with the mission of Lack of Guidance to explore the intersections of football, fashion, and history. This collaboration bridges past and present, celebrating football’s influence while reimagining its visual language for a contemporary audience.

Diadora’s innovative approach to football boots and apparel—blending cutting-edge technology with Italian craftsmanship—made it a favorite among athletes. Iconic designs, paired with the glamour of Italian football, cemented its legacy. As the Serie A grew into a global phenomenon, Diadora became a symbol of Italian style and excellence.

At some point, three Dutch football icons brought their flair and dominance to the Serie A, defining an unforgettable chapter in Italian football history. With AC Milan, they won multiple Italian and European titles, embodying technical brilliance and attractive play. Their presence highlighted the international appeal of the Serie A, making the league—and its affiliated brands like Diadora—a global cultural force. In one of the three campaign videos, Lack of Guidance cast three younger lookalikes of these icons.