Tradition and innovation for the new SIDI
SIDI was founded in 1960 in the heart of the Montebelluna footwear district, cradle of Italian excellence in technical sports footwear. From its first collaborations with great champions such as Francesco Moser and Giacomo Agostini, SIDI has built a unique heritage of innovation and performance, becoming a global point of reference for cycling shoes and motorcycling boots. Since 2022, SIDI has been part of the Italmobiliare Group, which has launched a deep organizational and industrial transformation plan for the company.
Davide Rossetti, appointed CEO of SIDI in October 2022, explains that “when we arrived in the company, the central issue was how to transform it. SIDI was an extraordinary reality in terms of history and know-how but still organized in a strongly artisanal way. The transformation path was first and foremost cultural and organizational: building a new managerial structure and introducing modern and digital processes was the first step to give the company solid foundations on which to grow.” Investments have focused on product innovation, digitalization and the strengthening of operational platforms, also transforming the production model. At the same time, “we have invested in people, with internal training programs and the recruitment of young talents, many of whom coming from universities and vocational schools in the area,” underlines Rossetti.
Product innovation remains the heart of the brand. “In a market where every day is devoted to working on performance, lightness and breathability – Rossetti continues – it was essential to get back to innovating continuously and designing collections that expressed the technical DNA of the brand.” To further boost the development of new technologies and high-performance materials, new collaborations have also been launched with universities and research centers.
In 2025, the company presented its new logo and new brand identity. “We realized that the historic logo, unchanged for more than 25 years, no longer represented the new SIDI. The Spring/Summer 2026 collection will be the first of this new cycle: the symbol of a brand that evolves without losing its authenticity.” Not only the logo, but the entire marketing strategy has been completely rethought: “we decided to adopt a content generation marketing strategy, telling the brand through the people and the experiences of those who live it every day.” The goal is to build a continuous communication platform, capable of dialoguing with a global community of athletes and enthusiasts. The relationship with athletes, a distinctive feature that made SIDI great, has returned to the center of the company’s strategy, which now collaborates with over 350 riders and ambassadors around the world, transforming direct contact with athletes into a constant laboratory of innovation.
Sustainability is a strategic pillar for SIDI, which has joined the Science Based Targets initiative, setting emission reduction targets for 2030 and climate neutrality by 2050. It has introduced periodic internal audits and strengthened the “zero accidents” culture, while production uses increasingly sustainable materials, developed with partners and universities.
Today, SIDI has around 260 employees, it produces approximately 300,000 pairs of footwear annually and it generates over 92% of its revenues abroad, thanks to a distribution network that reaches 72 countries worldwide. The renewal path undertaken is beginning to bear fruit and, after a transitional 2023, SIDI recorded a 33% increase in revenues in 2024. Looking ahead, the company aims to strengthen its global leadership in the premium cycling and motorcycling segment, with a strategy focused on innovation, sustainability and proximity to key markets, in order to continue representing the excellence of Italian design and manufacturing worldwide.