Udo（U-DOG）

UDOG is a new brand founded in 2021, based in the Veneto region in northeastern Italy. The region faces the Adriatic Sea and is surrounded by abundant nature, including rivers fed by snowmelt from the Alps and valleys.

Alberto Fonte, who founded the brand, has worked for modern cycling brands such as fi'zi:k, Pinarello, and Kask. The brand was born from his accumulated knowledge and experience as an active and passionate cyclist.

The brand name "UDOG" comes from "UNDERDOG," a term that refers to "an athlete who, despite not being expected to win, captivates the passion of fans."

The brand's message is that success is not solely defined by competitive victory, as long as one has ambition and dedication.

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