Italian cycling icon brings race-proven innovation to American riders through strategic distribution alliance
DANA POINT, CALIFORNIA – Wilier Triestina, the legendary Italian bicycle manufacturer renowned for more than a century of racing heritage, today named Unofficial Worldwideas its new exclusive distributor for the United States. The move, which replaces former distributor Velostar, is designed to significantly expand product availability and dealer support to accelerate the brand's growth in the American market.
Founded in 1906 and headquartered in Rossano Veneto, Italy, Wilier Triestina has established itself as a premier manufacturer of high-performance road, gravel, and mountain bicycles. The brand's commitment to innovation is demonstrated by its current sponsorship of UCI WorldTeam Groupama-FDJ United, Wilier-Vittoria MTB Factory Team and The Grip gravel racing team, showcasing performance excellence across both road and off-road disciplines.
“The United States is a key market for the future of Wilier Triestina. To meet the growing interest from American cyclists, we wanted a partner that shares our vision for a new way of building the brand in the market,” said Andrea, Enrico and Michele Gastaldello, owners of Wilier Triestina. “With Unofficial Worldwide we found a team that understands The Culture of Speed and how to connect the brand with riders, dealers and the wider community. We would also like to thank Velostar for their commitment and collaboration over the past years.”
The partnership comes at an opportune time as the US cycling market continues its strong growth trajectory. Recent industry data shows cycling participation reached record levels in 2024, with 112 million Americans riding at least once. The premium bicycle segment, where Wilier competes, benefits particularly from increased consumer focus on health, environmental consciousness, and technological innovation.
Brent Farrell, Chief Executive Officer at Unofficial Worldwide, emphasized the strategic value of the alliance: “We are fully committed to ensuring the Wilier brand takes its rightful place among the most iconic Italian cycling brands for the American rider. We are ready to immediately improve Wilier's product availability and are actively expanding the dealer network and in-store experience. Retailers can expect a seamless transition and a new level of support as we bring these outstanding road and gravel bikes to a wider American audience."
The brand’s lineup will feature Filante SLR ᴵᴰ², among the finest racing road bikes in the WorldTour, representing a perfect balance between aesthetics and advanced aerodynamics. Alongside it, Wilier offers the Rave SLR ᴵᴰ², a highly successful gravel racing platform designed to meet the evolving demands of modern gravel competition. The range will also include new products set to be unveiled in the coming months.These upcoming releases will showcase the brand's continued commitment to pushing the boundaries of bicycle design while maintaining the Italian craftsmanship that has defined Wilier for more than a century.
This new alliance ensures that as American demand for performance cycling grows, Wilier Triestina and Unofficial Worldwide are positioned to lead the premium segment with innovative products and a robust dealer network.
