SIDI Sport: a step into the future
THE COMPANY
SIDI Sport is based in Maser (TV), Italy and specialises in the manufacture and sale of footwear for cycling and motorcycling. Its products, which are used by top professional and amateur athletes all over the world, have always been synonymous with excellence, quality, tradition, craftsmanship and design.
Founded in 1960 by Dino Signori, SIDI established itself as one of the industry leaders by combining tradition and innovation, performance and design, moving the frontier of sports footwear development and creating extremely popular models such as Shot 2 shoes for cycling and Crossfire boots for motorcycling.
In more than sixty years of its history, Sidi shoes and boots have stood on the podiums of all major international sporting events. From Joel Robert to Stefan Everts and Loris Capirossi, the Maser-based company has written indelible pages in product development for motorcyclists, all the way up to nine-time world champion Tony Cairoli with SIDI also for the 2022 Motocross des Nations in the United States. Giacomo Agostini - one of the all-time legends of motorcycling - was immediately on the same wavelength as SIDI Sport and in 1969 the “Corsa Special Agostini”, a motorcycle boot made of hand-grained calf leather with a rear zip, was dedicated to him.
In cycling, Francesco Moser began using "Titanium" shoes in 1973, a revolution for the world of bicycles: with them there was no longer any need to nail on the cleats as they were now easily adjustable. Paolo Bettini, a professional from 1997 to 2008, has always remained loyal to SIDI Sport. Olympic road champion at the 2004 Athens Games and world champion in various specialities in 2006 and 2007, he has an infinite number of cups and titles on show.
And SIDI also fits the Colombian Egan Arley Bernal Gómez, winner of the 2019 Tour de France, Richard Carapaz, Olympic gold medallist in Tokyo 2020, Pauline Ferrand-Prévot, who made history as the winner of the inaugural Women's World Gravel Championship in 2022 and of four gold medals in four different specialities, and the athletes of the Eolo-Kometa team, founded by Alberto Contador and Ivan Basso, champions who have written important chapters in the history of cycling while wearing SIDI shoes.
In March 2023, thanks to Billy Bolt's victory in the Super Enduro World Championship, the 100th world title won by a rider wearing SIDI boots was celebrated (the first was won by Giacomo Agostini in 1968).
__________________________________________________________________________________________
ACQUISITION BY ITALMOBILIARE
In October 2022, Italmobiliare completed the acquisition of 100% of the capital of SIDI Sport and following that acquisition, Davide Rossetti was appointed CEO of SIDI.
Rossetti gained over 25 years of experience in the world of top-level sporting goods, working for multinationals in Italy and internationally, both wholesale and retail, including the Safilo Group (sport division), 55DSL by Diesel, Cisalfa Sport, Alpinestars and, most recently, Northwave, a company that makes sports footwear, sports bikes and snowboards, which he led as General Manager, developing the business.
Also joining the board is Davide Cassani, former professional cyclist and manager of the Italian national cycling team, who led the team to victory in two time trial world championships and four European championships on the road. "The world of two-wheelers in Italy needs investment, skill and passion”, said Cassani. "I am thrilled to find these three elements in Italmobiliare's top management and to be part of this new development challenge for SIDI".
With this acquisition, Italmobiliare is continuing its process of supporting and assisting the industrial excellences of Italy.
“SIDI means excellent professionals, the highest-quality products, a winning brand that is highly appreciated and a sector that is starting to show very interesting growth rates again thanks to an ever wider audience of enthusiasts and athletes", pointed out Carlo Pesenti, Chief Executive Officer of Italmobiliare. "These are the factors that Italmobiliare aims to enhance globally through sustainable growth based on the creation of value over time. As an entrepreneur and a lover of cycling and motorcycling, I know the value of tradition and the identity of a brand that has a very strong link with the world of sport and those who practise it, by profession or by passion, and which represents another extraordinary example of the quality of products Made in Italy.”
Following its entry into the Italmobiliare Group, SIDI is currently in the middle of a process of reorganisation aimed at developing the brand's growth potential at an international level.
Specifically, the company is focusing on initiatives for business growth by strengthening its commercial strategy, developing new products and launching projects in the field of sustainability.
SIDI is also making investments to expand its team, by hiring managers who are experts in the sector with international experience.
from left Davide Cassani, Davide Rossetti, the journalist Vera Spadini and Carlo Pesenti
__________________________________________________________________________________________
LET'S TALK ABOUT IT WITH...
What are SIDI's main objectives after joining the Italmobiliare Group?
By joining the Italmobiliare Group, SIDI will be able to further boost its process of development, innovation and international growth, while respecting the history and tradition that are the brand's strength, always in line with the local areas where the company is rooted and with the company's people.
From a company founded on the figure of an entrepreneur to an organisation built around a team. How is SIDI going to change?
Since its foundation, SIDI has developed around the figure of its entrepreneur, but now it is based on the strength of a team. For this reason, we are reviewing processes and by investing to reinforce our team, we intend to hire managers with solid skills gained in leading companies in the sector and international scenarios for key positions.
At the same time, we are going to invest in the people already working for the company and in their growth, investing in their development and increasing their training. There's a great sense of belonging, which we want to cultivate by stimulating more and more participation on the part of everyone in the life of the company. For this reason, we are building a new recreational area with a new canteen and changing rooms to encourage them to do sport, and organising new activities open to all employees and their families.
How is SIDI dealing with the growing focus on consumers?
The system today is highly focused on the factory. However, we must also increase our external approach, listening to the market and becoming increasingly consumer-oriented, as consumers nowadays are extremely competent. To do so, we have to take new approaches. We are going to start partnerships with international designers and we are thinking of setting up a SIDI LAB in Maser that will interact with the athletes who are currently working for us, so as to involve them in the creation of the new collections.
And as far as production is concerned, what is going to change?
For production, we are renewing our trust in the local areas, which I know like the back of my hand. In this endless goldmine of skills, know-how and passion that is synonymous with manufacturing excellence all over the world, especially when it comes to footwear.
In terms of local areas, we are in discussions with schools and universities to move forward with projects of collaboration, but also to be closer to the new generations. We certainly aim to have an increasingly global dimension, even if today 90% of our turnover is already generated outside of Italy, but our roots remain firmly in Italy in the Montebelluna district.
Tradition, values and commitment make SIDI a company in continuous expansion with a presence all over the world. What are your next challenges?
Always striving to achieve new targets is not easy, but now more than ever, this is the time to invest in sustainability, a new challenge towards mitigating the company's environmental footprint and making a more positive impact on society.
For example, this is already happening and will happen more in the future, thanks to the use of recyclable materials and renewable energy, attention to the supply chain, good employment practices, the promotion of responsible consumption and many other strategic initiatives. Already today, production is designed and managed to reduce waste, lower emissions and eliminate the more aggressive chemicals from products. SIDI is FSC certified and promotes responsible, controlled management of the forests used for paper production. Our product packaging is completely recyclable, as is the paper wrapping our shoes. The glue used is made of corn starch and plant-based dyes are used. This is not a point of arrival, but it is certainly a good starting point to do better and more.