NOTHING HAS CHANGED, EXCEPT EVERYTHING
SIDI Sport, a benchmark in the production of high-quality footwear for cycling and motorcycling for over sixty years, has unveiled its new logo. This is not just a cosmetic change: the new logo symbolizes a profound evolution initiated by Italmobiliare, which has taken up, from its founder and his family, the legacy of the brand founded in 1960 in Maser (TV). This extensive transformation has involved every aspect of the company, from governance to product range, communication, and distribution, giving new impetus to the brand's development.
"The goal was clear: to renew, relaunch, and strengthen the international presence of a brand that has helped write legendary pages in the history of cycling and motorcycling, preserving its identity and enhancing its history,” explains Davide Rossetti, appointed CEO of SIDI in October 2022. "The first step in this evolution was to review the internal organizational structure, including the creation of a solid management team made up of professionals with expertise in all key business functions."
At the same time, structured plans were launched for the training and development of existing professionals within the company, "an investment in people who are the real driving force behind every change." New partnerships were then established with professional schools and universities in the area, with the launch of internships. "In this way, we are able to identify and train the best talent, and many internships have already been converted into permanent employment contracts." However, the evolution has not only been organizational, but also cultural. "The watchword is sharing. We want all employees to be informed about what we are doing, to be involved in the process and aware of the goals we achieve, which are the result of their work. Every two months, we organize Coffee Meetings, which are open to the entire company, where we discuss the results achieved and future projects. We do this in an informal way, with coffee and pastries, because we want everyone to feel part of the journey."
Innovation has also had a profound impact on the product range. The objective was twofold: on the one hand, to update the range with more contemporary models and colors in line with market expectations; on the other, to expand it by introducing previously unexplored segments, such as urban riding shoes for motorcycles and gravel and all-terrain footwear for cycling. "We have done a lot of work on the bike range. The sector has evolved considerably in recent years, with much more attention being paid to materials, lightness, shape, and design. We have thoroughly revamped the range, introducing new solutions and redefining the design in the name of greater cleanliness and simplicity." On the motorcycle side, the big news is the addition of urban riding shoes to the range, "an increasingly important segment that SIDI did not cover. The success was immediate, demonstrating that we were able to identify new trends and respond to emerging market needs."
In the commercial area, the change has been just as significant. "The commercial footprint has been optimized and the relationship with distributors has evolved significantly, adhering to best market practices. We now work with objectives, commercial plans shared with distributors, and modern sales strategies. Our sales force is constantly in the field, in stores, alongside our partners, because it is only by working closely with them that we can grow together." Logistics has also been completely rethought: "We have moved to a shelving structure with a modern Warehouse Management System capable of optimizing product storage and rotation to speed up picking activities with a view to increasingly efficient order fulfillment."
SIDI's transformation could not have been complete without a strengthening of its marketing and communication strategy. "Our goal is for SIDI to be top of mind for all sports enthusiasts looking for the best motorcycle or cycling footwear," explains Rossetti. "SIDI has revolutionized the world of sport thanks to the relationship it has built with some of the greatest champions in the history of cycling and motorcycling. And that's where we started again, strengthening our partnerships with leading athletes on the world stage in all the sports segments in which we operate." Close to athletes, but also to sports enthusiasts and fans through its presence at major international events. This is why SIDI has created a branded motorhome that can become a real stand where it can showcase the best of its product range. "We are present at all the major events and trade fairs related to the world of cycling and motorcycling. This allows us to be close to our customers, show them the latest innovations, test products, and immediately gather feedback and suggestions." Last but not least, the digital channel, which is strategic for the company, has been enhanced with the creation of a new website "which is a real information hub on SIDI products, a reference point both for those looking for a product that suits their needs and for those who want to buy a spare part to make their shoes last even longer."
A key part of the marketing and communication strategy was the creation of an in-house content factory at the company's headquarters in Maser (TV). "It was a turning point. Today, we produce almost all of our content in-house, from videos and photos to social media campaigns. As a result, we produce much more content, of higher quality, in less time and with lower costs. This gives us greater control over SIDI's narrative and allows us to respond quickly and effectively to social media dynamics."
The final piece in this renewal process is the new SIDI logo. "Changing a historic logo is a huge responsibility. We only did so after careful analysis involving all employees at all organizational levels, so that everyone could identify with the change we were preparing. This, along with numerous other interactions that took place in the two years prior to the launch, revealed that the logo spoke to long-standing consumers but not to new generations, and did not fit the style of the new products we were developing." The strategic positioning, ‘Made to Progress,’ was the guiding light of the project because "brand, product, and storytelling must be one." The chosen logo is a synthesis of the distinctive features of two worlds: "the off-road soul, aggressive and hooked, and the road, clean and linear," explains Rossetti, adding, "It's not just a restyling, but the symbol of an evolution that does not forget its roots." And precisely because a company's history and tradition are elements of identity but also culture, it was decided to preview the new logo at gres art 671, a new cultural center inaugurated in Bergamo on the initiative of Italmobiliare. "The launch was conceived as an immersive event. For the first time, we brought together athletes and distributors from the motorcycle and bicycle worlds. We told the story of the brand through videos shot all over the world, linking the company's values to the testimonials of the athletes who embody them." After the event, the logo began to circulate, first at the Giro d'Italia and then from June 22 at the Mugello Moto GP Grand Prix and the MXGP in Matterly Basin, on the company's website and social media.
"The initial reaction from industry insiders and customers has been extremely positive," says Rossetti, "demonstrating how the new logo, despite being a new element, has been perceived as a natural evolution consistent with the brand's identity. This is exactly what we wanted. After all, SIDI's journey in recent years is an example of how a company with a long history can reinvent itself and look to the future while remaining true to its values and excellence." Just as the payoff says: Nothing has changed, except everything.