The SUGOI
Story
10's
2012
SUGOI Celebrates 25th Anniversary with Original Print Jersey Collection
2012
We're celebrating our 25th anniversary in 2012 by getting back to our roots — creating original print jerseys, each with their own personality to suit every cyclist's taste and style.
2011
Sugoi sponsors its first Pro Cycling Team — LGC
2011
In 2011 SUGOI stepped on to the world stage, when we were named the technical apparel sponsorship for the Liquigas-Cannondale pro-cycling team.
2011
Sugoi introduces the RPM Short
2011
The new RPM Shorts deliver great performance and comfort. The offer includes a Men's and a Women's version plus a Men's bib, all made of SUGOI's latest fabric innovation P3 and available in 7 different logo designs. Further specifics of the RPM shorts are the seamless one-piece S.100 chamois, 8 panel contour, Flat lock stitching, soft waistband elastic, and the comfortable 2" hem band leg closure.
00's
2009
Sugoi launches Race + Recovery compression collection
2009
SUGOI's R+R line is centered on the new Piston fabric technology. The SUGOI Piston fabric is a tight warp knit with a high stretch modulus. Combined with the company's proprietary PowerKnit process, 3D ergo fit panel Zone Construction and using an ultrafine 36-gauge knitting process, Piston fabrics provide exceptional performance and recovery benefits.
2008
Dorel Industries Inc., acquires Sugoi from Pegasus Capital Advisors
2008
In February 2008, Dorel Industries Inc., bought SUGOI from Pegasus Capital Advisors, which acquired SUGOI in 2005. This acquisition made SUGOI part of the Apparel Footwear Group (AFG) along with all of the industry leading brands in the Recreational/ Leisure division.
2008
Brand Champions launched
2008
SUGOI has created a unique Brand Champion program which supports and encourages outstanding people who differ from your average athlete — those who set themselves apart from other athletes by their passion and commitment to push themselves to inspire others and to embody a motivating attitude, wherever they go.
2007
sugoi.com launched
2007
2006
Sugoi opens US distribution center
2006
Sugoi opened a U.S. distribution center in Cannondale's Bedford, Pennsylvania, factory. Sugoi began shipping to its U.S. accounts from the new warehouse this month.
2005
Tri collection launched
2005
Tri collection launched
2004
Geoff Kabush wins Nationals wearing SUGOI
2004
This marks Geoff Kabush\’s 2nd ever National Title, 2002 Cross Country and now the 2004 Cyclo-Cross National Champion
2003
First RS Short made
2003
The RS Short has become Sugoi's benchmark for several years and is the same amazing short which has been ridden to wins in everything from National Criterium Championships to the week-long TransRockies Challenge is available to the public. In 2006, the short evolved with a new multiply chamois and sleek UltraAero fabric and for 2007, the benchmark for short performance will be set even higher as the RS program grows and evolves
2002
Geoff Kabush wins Nationals wearing SUGOI
2002
Geoff Kabush is Canada’s greatest mountain biker with seven Canadian titles. He wins his first elite title in 2002 and goes on to win every Canadian championship races from 2005 to 2010.
2000
Robin Williams seen wearing SUGOI “Sister C” Jersey
2000
"Sister C" Sugoi Cycling Jersey As worn by Robin Williams in People Magazine May 29, 2000.
90's
1998
SUGOI launched in the EU
1998
SUGOI launched in the EU
1997
Sugoi Run collection launched
1997
Sugoi Run collection launched
1997
Sugoi moves to 7th Ave "The Bowling Alley"
1997
Sugoi moves to 7th Ave "The Bowling Alley"
1996
Joe Average Jersey designed
1966
The Sugoi This Ain't No Average Jersey is a work of sweat-wicking art designed by Vancouver artist Joe Average.
80's
1987
Sugoi started in a basement in Vancouver by David Hollands and Carol Prantner
1987
SUGOI's journey began when bicycle racer David Hollands, and Carol Prantner, a fashion student, founded the company in 1987. The start up originated as a basement operation in the outdoor playground of Vancouver, British Columbia. The initial product merely consisted of bike shorts, made to address the short supply of genuine technical cycling apparel, which all came from Japan or Europe at the time. These humble shorts contained the genesis of the original SUGOI ethic of innovation and excellence and soon enough, other competitors wanted the shorts too. SUGOI quickly earned an almost cult-following among athletes seeking the best performing, best-looking apparel available.