A small textile company from Pistoia, founded in 1978, becomes the supplier of perhaps the strongest team in professional cycling. UAE Team Emirates switches from Gobik to Pissei for the 2023 season. The squad includes Tadej Pogačar, Adam Yates, João Almeida and Juan Ayuso. It is the first WorldTour deal in Pissei's history.
The kit
The 2023 jersey remains true to the white of previous years. The sleeves return to the black of 2017/2018 — a subtle but visible change from the red fanned sleeves of the last two seasons. The Pissei heart logo sits on the right chest, with the words “Race with Heart” on the inside of the collar.
In December, the Pissei team flew to Abu Dhabi for a training camp. There, each rider was individually measured — custom fitting for optimum fit and performance. The prototypes of the Magistrale jersey were created by hand in the Custom Lab in Tuscany.
Why Pissei
UAE Team Emirates could have chosen any supplier in the world. There are reasons why they chose a Tuscan manufacturer. Pissei offers what large-scale manufacturers cannot: 100 percent Italian production, hand-sewn prototypes, direct development cycles without detours via Asian production facilities.
The partnership goes beyond classic sponsorship. Pissei develops exclusively for UAE — a signal that the company is thinking long-term.
Assessment
This deal is a quantum leap for Pissei. For 44 years, the company sewed in secret — for amateur teams, clubs and regional teams. Now the name is on the chest of Pogačar. The coming season will show what this means for a brand that hardly anyone knew until now.