You are here

Northwave Partners With Lucidity Business Development To Expand Distribution Of Its Cycling Footwear In The U.S.

Published June 30, 2020

BRAIN does not edit, endorse, or fact check these press releases. They are posted as a service to our readers and supporters. Contact us to submit a press release or if you find a posting objectionable.

CARLSBAD, Calif. – June 30, 2020 – Northwave, the popular Italian cycling shoe manufacturer, has engaged Lucidity Business Development as its new U.S. distribution partner, effective immediately.

"We have a dream to bring Northwave back to the United States, and we trust Lucidity to help us achieve it," said Northwave General Manager Davide Rossetti. "We need more than a company that will ship boxes. Lucidity will get behind Northwave, focus on talking to and understanding our key retailers, and properly position and manage our brand in the United States."

Lucidity, which handles U.S. operations for the venerable Italian saddle maker Selle Italia, will warehouse a curated selection of Northwave products in California.

Principal Richard Wittenberg has tapped experienced Northwave sales manager Sean Kneale to reinvigorate dealer relationships with cycling specialty retailers. The rest of the Lucidity team will back Kneale, building demand with the company's time-tested success formula that combines event and traditional marketing, social media, and public relations.

Said Wittenberg, "We have an incredible opportunity to bring Northwave the success it deserves here in the U.S. market. Like Selle Italia, Northwave is true category innovator with an iconic history and meticulously crafted products. It's a great addition to our portfolio and we look forward to a long and mutually beneficial relationship."

# # #

About Northwave
Northwave, founded in Italy's Montebelluna footwear district in the late 1980s, is highly regarded for crafting performance cycling shoes, snowboard boots and Drake snowboards and bindings. All Northwave products are renowned for their durability and customizable fit, as well as a unique selection of materials and colors. Innovation, Italian design, performance and passion are Northwave's brand values. For more information, please visit

About Lucidity Business Development
Lucidity Business Development of Carlsbad, California helps companies grow in scale domestically and internationally. With expertise in assembly, logistics, customer care, sales, marketing, distribution, product development and c-level advising, it creates winning solutions for clients in the bicycle and outdoor industries. Read case studies and learn more at

Join the Conversation