When pro riders get to choose the brand of cycling shoes they use, more professional cyclists choose Sidi shoes than all other brands. Combined. SIDI was founded in 1960 by Dino Signori, in Maser, Italy. In the beginning SIDI was a craftsman’s workshop manufacturing mountain sports footwear, but the company gradually dropped these lines to follow Dino’s passion for two-wheeled sports. Now in its fifth decade, the SIDI tradition continues under the direction of the Signori family.