Made to progress.
The racing laboratory that has redefined performance
In the world of cycling and motorcycling, there are brands that follow the evolution of sport, and others that help shape its history. SIDI unquestionably belongs to the latter category. For over sixty years, the Italian company has been synonymous with performance, innovation and technical research, driven by a deep connection with racing that has become an integral part of its identity.
From the very beginning, Sidi has built its philosophy around a clear principle: the best products are developed in the field, alongside athletes. It is precisely this close relationship with the racing world that has turned the brand into a benchmark for professionals and enthusiasts alike. Over time, sponsorships and collaborations with some of the greatest riders and racers in history have enabled the company to refine every technical detail, anticipate athletes’ needs and introduce innovations that later became industry standards.
In motorcycling, it all began in the late 1960s with Giacomo Agostini — the most decorated rider in the history of the Motorcycling World Championship, with 15 world titles — and Joel Robert, a six-time motocross world champion, a record matched forty years later by Stefan Everts, also a SIDI rider. Among the champions who have more recently worn SIDI, it is impossible not to mention Loris Capirossi (MotoGP), Tony Cairoli (nine-time Motocross World Champion) and Billy Bolt, a seven-time SuperEnduro World Champion, who, with his title in March 2023, reached the milestone of the hundredth world title won by a rider wearing Sidi boots.
In cycling, Francesco Moser — still the most successful Italian professional road cyclist of all time, with 273 victories — began using Sidi’s “Titanium” shoes in 1973. This marked a revolution in cycling footwear: with these shoes, there was no longer any need to nail cleats, which could now be adjusted quickly and easily. Paolo Bettini, Olympic road race champion at the Athens 2004 Games and World Champion in 2006 and 2007, remained loyal throughout his career to shoes produced in Maser. Victories achieved wearing Sidi also include those of Christopher Froome, one of the few riders to have won all three Grand Tours (the Giro d’Italia, Tour de France and Vuelta a España), Pauline Ferrand-Prévot, who made history in 2022 by winning the first Women’s Gravel World Championship, and Alberto Contador and Ivan Basso, who, after wearing SIDI throughout their careers, have continued to choose the brand for the athletes of the Team Polti VisitMalta, which they now manage together.
Racing has always been an open-air laboratory for SIDI — an extreme environment in which every component is put to the test. This is where key factors such as lightness, durability, ergonomics, stability and safety come into play: for SIDI, these are not simply marketing features, but essential requirements for competing at the highest level.
This approach has enabled the company to develop innovative technologies such as rotor dial closures, carbon soles and anti-hyperextension systems, setting new standards of excellence within the industry. Originally designed to meet the demands of professionals, these technologies have subsequently been transferred to products intended for a wider audience. This is a defining characteristic of the brand: the ability to bring onto everyday roads and trails the experience gained on the world’s most prestigious circuits. Collaborations with athletes have played a central role in this process. Feedback collected during training sessions and competitions has fuelled continuous research and development, making each new collection the result of thousands of hours of racing experience. It is precisely through this constant dialogue with athletes that the company has established itself as a benchmark in an increasingly competitive and technologically advanced market, becoming synonymous with passion, reliability and top-level performance.
SIDI exists to enable people — whether champions or passionate amateurs — to achieve their highest level of performance when practising sport. A mission encapsulated in the brand’s payoff: “Made to progress.”
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