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Born in Veneto

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.

We are an eclectic group of passionate cyclists with one goal, to make the most beautiful shoes in both performance and look for all cyclists.

From these origins we have created the most unique shoes for those who love cycling as much as we do. We believe there is an underdog in all of us and that this is the fuel that inspires the feat of winning in all that we do.

The name UDOG stands for Underdog, the sport expression that identifies an athlete in competition who is not expected to win, 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.


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 seventeen years in the industry working for some of the most iconic brands in cycling, Alberto decided to create a new and unique cycling brand.