Sidi Sport SRL has announced a bold marketing move. In October 2015, Sidi introduced its new X-Treme off-road boot. Since then the markets response to the boots technical features and price point have been very-very strong.

However, the market has been less kind to the name. Thus effective immediately, Sidi has decided to rebrand the boot to the model name “X-3”.

The X-3 is Sidi’s most cost effective way to experience professional level boots. Made with the same laminated Technomicro and TA sole, it features the same cam lock buckles, Cambrelle inner lining, heel and insole as the higher end boots Sidi produces.

Sidi will be changing some artwork on the boot itself and box labels ASAP. While Motonation will affect the name change immediately on all websites, marketing materials, advertising and company invoices.

Motonation’s President, Bill Berroth comments: “I applaud Sidi for taking such bold and quick action on this. Motonation feels the Sidi X-3 will be a great success for us in the USA for years to come and this name change will only help.”