Italy shoe brand UDOG ties up UK distribution with Adaptive DCS

UDOG, the Italian brand of premium cycling shoes and shoe accessories, has appointed an exclusive sales representative in the UK, in the form of Adaptive DCS.

This strategic partnership is a significant step in UDOG’s commitment to expanding its presence and providing unparalleled services in the UK market, we’re told.

UDOG was founded in 2021 by Alberto Fonte, a lifetime cyclist and previously the brand manager at fi’z:k, and Sales & Marketing Director at both Pinarello and Kask. The brand has been steadily expanding its ranges, last year introducing its first gravel and off-road show, the Distanza.

Alberto Fonte, UDOG Founder and CEO, said: “Since the launch of UDOG, the United Kingdom has been a key market for us; now is the time to strengthen our position and ensure our customers receive the highest level of support. We are very excited to appoint Adaptive as our exclusive sales representative in the UK market, their in-depth industry knowledge brings invaluable insights into the market.”

Dale Vanderplank, Adaptive DCS Director and Co-owner, added: “We are extremely proud to add UDOG to our  portfolio. UDOG is an upcoming brand with a cool image and a clear vision to become a leading name in performance cycling shoes. Many synergies between our two companies make this a really exciting collaboration for all involved.

“We both have young yet ambitious businesses that boast a wealth of industry expertise, are focused on delivering the very best in customer experience and are passionate about what we do.”

UDOG introduced the Cento model to its range in the last few weeks. As the brand continues to innovate and build on its products, Adaptive will be on hand to facilitate the increased penetration across the UK retail network through new, committed retailers whilst building on the solid relationships already in place with an existing number of the UK’s premium IBDs. The addition of UDOG comes at a great time as Adaptive is expanding its product offering and its team, with the appointment of longtime friend and former colleague of many years Gary Mather to the position of northern territories Business Development Manager. Gary will be the first point of contact for all enquiries and existing customers in the North of the UK, whilst Dale Vanderplank will manage all activities in the South.

Adaptive will be happy to hear from anyone with interest in becoming a stockist or wanting to know more about UDOG and will be actively reaching out to a targeted list of retailers over the coming months, but will be prioritising contact with existing customers over the next few weeks to introduce themselves formally and to ensure a seamless transition to future activity, working through Adaptive.

Contact details:

Dale Vanderplank
M. 07971 991632 E. dale.vanderplank@adaptivedcs.com
Gary Mather
M. 07817 860685 E. gary.mather@adaptivedcs.com