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.