BikeBiz Bicycle and cycling retail news
Imatra, the app which converts kilometres cycled into a 100% green and human-generated digital currency, has launched an exclusive collaboration with UDOG, the Italian premium cycling shoe brand.
The collaboration – available for purchase with Imatra Coins, as a limited edition, branded, item – aims to further enhance the marketplace offering with shoes designed specifically for Imatra users.
“We are very excited about this partnership with UDOG,” said Manolo Bianchini, founder and CEO of Imatra.
“Our mission is to create a community where users can be inspired by market-leading products. UDOG is a brand that closely matches our philosophy. They have an ambitious goal to push their customers to challenge themselves on different terrains, both on and off road. We are thrilled to present this limited edition, now available on imatra.com, and are confident it will be a hit with our community”.
Alberto Fonte, founder and CEO of UDOG, and an avid cyclist, launched the brand in 2021. Of the collaboration with Imatra, Fonte explains: “The look of this limited edition reflects Imatra’s character, with purple details that enhance the adventurous spirit of shoes designed for exploration.
“The collaboration between UDOG and Imatra for the limited edition Distanza represents the meeting of two entities that share the same genuine passion for cycling”.
He continues: “Every detail of these shoes embody our direct experience and the deep technical knowledge that characterises all our products. As cyclists first, and then as manufacturers, we personally test each creation and bring our passion to the road.”
Imatra X Garmin strategic partnership
News of the exclusive UDOG collaboration follows hot on the heels of the recent announcement of a strategic partnership with Garmin Connect to facilitate the creation of Imatra Coin. The partnership means users can now track their journeys directly from their Garmin devices.
Users will be able to save their rides recorded with their Garmin devices in the Imatra app, where they can later convert them into Imatra Coin, for use in the Imata marketplace.
