Sidi, a historic Italian company leading in cycling and motorcycle footwear production, announces the start of a partnership with Green Media Lab for PR and press office activities in Italy. Drawing on its expertise built through years of collaboration with some of the most important sports brands, Green Media Lab, a certified Benefit Corporation and B Corp, will support Sidi in promoting its identity, amplifying its market impact and strengthening its connection with its reference community.

Originally from Maser (TV), Sidi was founded in 1960 with the intent of combining craftsmanship and technology, quickly becoming a point of reference for two-wheel enthusiasts, both professionals and passionate riders. In 2022, it was acquired by the Milan-based investment holding Italmobiliare, controlled by the Pesenti family, for 100% of its capital. With this agreement, Sidi marks a new path cycle focused on achieving maximum growth and corporate performance objectives, while maintaining the principles and quality that have always distinguished the brand, through a responsible leadership attentive to new sustainability strategies, as evidenced by the recognitions obtained in the areas of inclusion, empowerment, ESG, and SDGs. With "Made to progress", Sidi commits to creating innovative solutions that allow athletes to excel, defining new standards and pushing the limits of human performance. This vision continues to be the company's beating heart, supporting athletes and enthusiasts in their journey towards progress and surpassing their own potential.

The partnership mutually strengthens Green Media Lab's connection with the sports sector and simultaneously highlights Sidi's growing attention to environmental and social issues.

Green Media Lab, founded in Milan in 2012 and active internationally, was among the first communication agencies certified as a B Corp in Europe and is among the very few Italian entities included in the B Corp Way program. Since 2024, it has acquired the status of Founding Member of UN Global Compact Network Italia, the largest strategic corporate citizenship initiative in the world promoted by the United Nations. Additionally, it has recently obtained the UNI/PdR 125 certification, a recognition awarded to companies that distinguish themselves by creating a work environment where equality and inclusion are fundamental to the corporate culture.

The synergy between the two entities aims to enhance the excellence of Sidi's products and vision through targeted brand awareness strategies, media relations, and storytelling. These initiatives will narrate the dedication and passion that have always guided the company, inaugurating a path aimed at further strengthening Sidi's position as a sector leader.