Even before the first season in Pissei clothing is over, Pogačar has shattered expectations — not of itself, but of a clothing brand that hardly anyone knew twelve months ago.
The victories
It starts with Paris–Nice in March: overall victory, three stage wins, the first statement of the season. Then the spring classics: the Tour of Flanders — Pogačar distanced Mathieu van der Poel on the Kwaremont and rode 19 kilometers to the finish alone. It is his first victory in Flanders, and the first for an Italian clothing brand in this monument for years.
The Amstel Gold Race and Flèche Wallonne follow — the Ardennes double in one week. In October, Pogačar closes the season with his third consecutive Tour of Lombardy victory. In between: Bronze at the World Championships in Glasgow.
What this means for Pissei
Each of these victories is photographed thousands of times. In every picture: the white jersey with the Pissei heart logo on the right breast. In Flanders, on the walls of the Ardennes, on the ramps of Lombardy — Pissei is suddenly everywhere.
For a brand riding its first WorldTour season, this is a visibility boost that no marketing budget can buy. The victories come with the best rider of the year, in the most prestigious races on the calendar.
Assessment
The 2023 season proves that the Pissei partnership is not an experiment, but works. The kits stand up to racing conditions on cobblestones, dusty roads and mountain stages. And Pogačar? Rides in his new clothing as if he had never worn anything else.