As the Tour de France peloton hits the road following the race's first rest day, Sidi can be proud of its one-two in the general classification thanks to Chris Froome and Adam Yates
Just as the Giro d'Italia provided plenty to shout about for Sidi, the brand's first week in the Tour has proved to be a hugely successful showcase of its professional pedigree.
The celebrations kicked off on Stage 4, when Etixx-QuickStep's German superstar Marcel Kittel out-sprinted the opposition by a hairs' breadth to take the win. Kittel secured victory wearing Sidi Wire Carbon Air shoes, custom coloured to Etixx-QuickStep's blue livery (visible in Road.cc's Fancy Footwear round-up).
It was another sprint that set the groundwork for Sidi success four days later. This time is was Chris Froome catapulting himself over the summit of the Col de Peyresourde, distancing key rival Nairo Quintana and descending like a demon to eke out a 13-second advantage, bolstered to 23 seconds thanks to the finish line time bonuses.
Naturally, Froome was sporting Sidi shoes. In this case, the soon-to-be-released Sidi Shot, a new flagship racing shoe with centrally aligned Tecno-3 Push dials, increased ventilation and additional reflective detailing on the heel.
Froome's first stage win of the 2016 Tour put the Team Sky leader into the Maillot Jaune and in no time the two-time winner of the race was provided with a special pair of yellow Sidi Shot shoes in recognition of his topping the GC.
Both Britain and Sidi could also celebrate the exceptional ride of Adam Yates (Orica-BikeExchange) the following day. The young rider – leader of the White Jersey competition – maintained superb form despite an unfortunate crash on Stage 7 and stuck with every attack that Froome, Porte and Quintana could muster. Wearing his Sidi Wire Carbons, Yates led the GC favourites over the line in torrential rain and hail to hold his second place in the overall standings.
There's surely more excitement to come in the Tour's remaining stages, so we'll update on the next rest day!
Photos: Bettini Photo