Founded in 2021 by Alberto Fonte, a lifetime cyclist and previously has worked in some of the most important industries in this field. He’s an avid competitor with a true love for the sport in all its disciplines.
After sixteen years in the industry working for some of the most iconic brands in cycling, Alberto decided to create a new and unique cycling brand.
The strong desire to create his own brand, together with the desire to be on the market with a unique product line with personality. These are, in a nutshell, the main motivations that literally "pushed" Alberto Fonte to work in the creation and development of UDOG.
UDOG is nothing more than an abbreviation of the English word "underdog," an emblematic sports expression to say the least. It identifies an athlete in competition who is expected to lose because he or she is considered on paper to be an underdog, but is able to capture the attention and passion of the fans. The running underdog seeks to prove that, through commitment and hard work, anyone is always capable of surprising and winning. Anyone can achieve their goals. This rule applies in cycling as well as in life. And cycling is our great passion.