While SIDI may not be a familiar name for those who follow gravity racing, or the more lycra-oriented side of things, they are nothing short of legendary. While Nino Schurter and Julien Absalon may have spent the 2015 XCO season duking it out at the front of the pack, what they have in common is that they both raced to victory in SIDI shoes. On the road, riders in SIDI shoes have taken twelve titles in the world's most prestigious cycling race, the Tour de France - the most recent coming with Chris Froome in 2015. On the moto side, Toni Cairoli has been dominating the European motocross scene in their boots. It's fair to say that there is some pedigree there. Founded by Signori Dino in 1960, SIDI has grown from a single man making shoes to one of the world's premier footwear brands - we took a look behind the scenes at their headquarters in Asolo, Italy.
When you enter the building, the first thing you see are the shoes and boots of their sponsored athletes from every sport and discipline they are involved in - they are clearly immensely proud of their involvement with them.
There is a small annexe to the design studio where all their prototypes are handcrafted.
For their top athletes they have custom footforms made - and among the names on those shelves are some you would expect to see there, and some you probably wouldn't.