Parallel to the first week of the men's Tour, the cycling world has had its other eye on the Giro Donne. Ten days of competition, 1000 kilometers of cycling and a final podium in Padova, formed by Annemiek Van Vleuten, Marta Cavalli and the Spanish Mavi Garcia.
Gobik was the technical supplier of the leader's "maglie", in a work that has carried the work of the UNHRC (UNHCR international acronym) in Ukraine through the northern half of the boot. As Roberto Ruini said: "We felt the urgency to do our bit by making the most of the precious and distinctive element of the Giro Donne: the maglia rosa".
Riding on the good moment of women's cycling
For Andrea Scolastico, country manager of Gobik in Italy, "the Giro Donne is another step forward in the image of Gobik in Italy. We are at a time when more and more women are taking up cycling, a growth that is visible to everyone and that is attracting the attention of the media, from television to newspapers and social networks.
What is certain is that the following of the Giro Donne, in that sense, was very high, and all the sponsors, including Gobikhave benefited.
In addition, the situation of Italian women's cycling "is going through a sweet moment, with the current world champion Elisa Balsamo, and the FDJ Nouvelle-Aquitaine Futuroscope cyclist, who wears GobikMarta Cavalli. They are two world-class cyclists, who also distinguish themselves by animating the races and attracting attention. Many people identify them with the growth of women's cycling," says Andrea.
Let's remember that, in addition to Marta Cavalli, Gobik also dresses Mavi Garcia and her team, UAE Team ADQ. In other words, on the final day, all three podium finishers wore the brand in the final photo.
"These intangibles have played in favor of Gobik -Andrea continues, with a 360º presence in the race in which nothing has been left to chance, moving in the heat of an event attended by a multitude of industry players and the final public".
But it is not only image, a dose of internal comments, produced in the race itself, also contribute: "In addition to the power of image that the event means, we have constant comments from the cyclists. The different leaders who have worn our jerseys have confirmed to us the quality of our pieces, especially the fit and graphics created for the event."
Italy, an ever-growing calendar
Giro Donne may seem the crown jewel of the expansion of the Gobik in Italy, but the brand has decided to pursue several fronts in parallel.
"The choices in the calendar of events are not casual. Our assessment is based on the level of organization, which has to be impeccable, knowing that we can have a good and interesting presence" assists Andrea who reminds us of the entry in RCS, organizer of the Giro d'Italia, through the Giro di Sicilia that was competed in April.
The growth goes also in non-professional cycling, with agreements in races of great dimension and prestige. This is the case of the Dolomiti Superbikeon the weekend of July 9-10, and previously, the Nove Colli. In both events Gobik had a presence: "We were overwhelmed by the level of acceptance of our garments. The public has spoken very highly of what they have seen at our show."
Both events join other events such as the Specialized Series, four cycling rallies on the same circuit, and the presence at the IBF, Italian Bike Festival, the real hub of the cycling textile industry in Italy.
As Andrea reminds us "Gobik has been in Italy for about two years. Right now we are getting people talking, people see us and are interested in us. We are growing and we are doing it with outlets that are aligned with the brand values. We are growing in the best stores and our image is improving exponentially."
