In July 2013 Diadora Sport Srl, supported by the holding company LIR, owner of the famous Geox Spa, has finalized the negotiation and purchasing of 100% of the Chinese trademarks for the costs $ 9.2 million.

Before the deal, in 2008, Diadora SpA signed a joint venture with Win Hanverky Holdings Limited forming a company called Winor International Company Limited that owned and developed the brand "DIADORA" in China, Hong Kong, and Macau.

Upon successful conclusion of the above mentioned operation the Diadora brand is back to be wholly owned by an Italian company.