December 10, 2013 (Maser, Italy) – Welcome to round three of our Pedal ITALY 2013 Factory Tour Series with our intrepid reporters, Christopher Balogh and Tim Lefebvre. The duo visited some of cycling’s most renowned companies during an exciting pilgrimage to Italy. Join us as we get an inside look at SIDI SPORT S.r.L., established in 1960 where we meet founder and president, Dino Signori, who tells us the story behind SIDI. The company takes its name from his initials and pro riders such as Chris Froome, Peter Sagan and Tony Martin wear their famous cycling shoes. The unique building where SIDI calls home was designed by Signori and an architect to capture the flowing landscape and essence of the region around Maser where the company is located. SIDI defines quality and is one of the most well known brands of cycling shoes worldwide.