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UDOG at 700

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"Passionate cyclists creating smart shoes that improve every ride"

UDOG was born from the love of cycling in Veneto, Italy, a region with a long and impressive cycling culture and an obsession with fashion and style.

Founded in 2021 by Alberto Fonte, a lifetime cyclist and previously the brand manager at fi'zi:k, and Sales & Marketing Director at both Pinarello and Kask. He's an avid competitor with a true love for the sport in all its disciplines. After fifteen years in the industry working for some of the most iconic brands in cycling, Alberto, together with his friend and former business manager at fi'zi:k and Crankbrothers, Antonio Gerolimetto, decided to create a new and unique cycling brand.

The name UDOG stands for Underdog, the sport expression that identifies an athlete in competition who is expected to lose, but still captures the passion of the fans. The Underdog seeks to prove that, with a drive to succeed and hard work, anyone can surprise us and win. Anyone can achieve their goals in cycling as well as in life. We are all Underdogs, UDOG is for all of us.

But UDOG is far more than hyperbole and a strap line.

The project unites a network of experts from the industry with the goal to create a unique cycling shoes company. Their range is concise and targets key price points with low weight shoes, that deliver key features otherwise rare or entirely absent in the industry.

UDOG is set on building shoes driven by innovative design, comfort and aesthetic with functional approaches that deliver unique selling points and that - critically - make cycling better.

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