Sport Import adds another iconic name to its brand portfolio: The Edewecht based company now distributes Pirelli bicycle tires in Germany, Austria, the Benelux region, and Poland, providing the specialist retail market with a high-profile addition to the performance category. With a legacy of excellence and continuous innovation, Pirelli remains true to its DNA: Power is nothing without control.
Pirelli’s very first product, launched in 1872, was a bicycle tire. Over 150 years later, the brand is once again firmly rooted in the cycling world. Pirelli re-entered the bicycle segment in 2017 and has since re-established itself as a premium provider of road, gravel, and MTB tires.
By combining heritage with forward-thinking innovation, Pirelli draws on decades of motorsport expertise—including its role as the exclusive tire supplier for Formula 1—to develop cutting-edge bicycle tires engineered for precision, safety, and speed. At the same time, the brand maintains a sharp focus on the evolving needs of the cycling market, creating purpose-built solutions for road, off-road, and urban riding.
Pirelli’s bicycle tires are manufactured primarily in Bollate, near Milan, at a highly automated production facility that sets new standards in quality, consistency, and engineering excellence. After a visit to the site, Sport Import’s leadership was impressed: „The production at Bollate showcases exceptional precision, technical sophistication, and uncompromising quality standards. This is industrial craftsmanship at the highest level – Made in Italy,” says Alexander Reinfeld, owner and Managing Director of Sport Import. “Pirelli is a perfect fit for our portfolio. It’s a globally recognized brand with a clear identity and technological focus—an authentic performance icon that enhances our offering.”
Pirelli Product Portfolio Highlights:
- Road: P ZERO™ delivers low weight, maximum grip, and race-level performance
- Gravel: Cinturato™ Gravel offers traction, speed, and puncture protection across varied terrain
- MTB: Scorpion™ covers all trail conditions—from XC racing to aggressive enduro
- Urban & Commuting: Everyday tires designed for durability, safety, and comfort complete the lineup
“We’re excited to start this new partnership with Sport Import. The addition of a distributor of such caliber represents a meaningful step forward in our European distribution strategy. Both our companies share a strong focus on the premium cycling segment, and Sport Import’s impressive brand portfolio and outstanding dealer service make them an ideal partner. We believe this collaboration will make the Pirelli brand even more attractive to the dealers they serve, and it aligns perfectly with the growing consumer demand we are seeing—demand that now calls for a broader and more capillary distribution network.” – Felice Cusmai, Commercial Director BU Cycling, Pirelli.
For bicycle retailers in the covered regions, Pirelli opens up a strong opportunity to expand their portfolio with a technically advanced, high-image brand. With a laser focus on performance, a European production footprint, and widespread brand recognition, Pirelli offers a compelling package for dealers targeting sport-driven, discerning customers.