Sidi

With a 50-year tradition of making the world's finest cycling shoes, Sidi didn't need to build a reputation. What they needed was a positioning that would set them apart from a swarm of pretty good--and much lower-priced--competitors. Something that would capture the brand's passion, heritage, prestige, and superior fit/ materials/ workmanship. We managed it in just five words: Nothing Fits Champions Like Sidi.