SPORTFUL

Our roots go back to 1972, the year Giordano Cremonese founded the Sportful brand. The journey to this day is unique and fascinating, a story deeply influenced by Giordano's passion for sport and his quest to create first-hand sportswear that athletes needed and could not find in the second half of the 20th century.
Experimenting with his parents' manufacturing business, he began by creating colorful Nordic skiing suits from scratch and soon expanded his horizons to cycling clothing, combining the family's craft knowledge with his passion for sports and outdoor activities.

In these spaces, the brand grew rapidly and suddenly became one of the biggest players in the development of sportswear, having a major impact on performance in Nordic skiing and cycling, dressing champions to their most spectacular achievements. From Silvio Fauner's gold medal at the Lillehammer '94 Winter Olympics to the recent successes of Dorothea Wierer, Federico Pellegrino and the Italian national Nordic skiing team. From the iconic achievements of the Mapei team during the 90s to Paolo Bettini's Olympic gold in Athens 2004, the 98th Giro d'Italia won by Alberto Contador and Peter Sagan's three rainbow jerseys.

Growing a global brand in a small town of around 3,000 inhabitants right on the edge of the Parco Nazionale delle Dolomiti Bellunesi National Park might be considered a gamble by many. For the Cremonese family, it was the smartest idea. Maintaining a connection to the company's roots and to the land that made cycling history on its roads in summer and Nordic skiing on its snowy trails in winter is what allows us to love our work and develop products conceived by professional athletes.

Giordano Cremonese's sharpness and intuition have not faded over time. He gradually handed the company over to his sons, who have the same courage to constantly reinvent and improve the clothing that champions, athletes and outdoor enthusiasts need to take their performance to the next level and feel at one with their surroundings.