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The Giro d’Italia, often described as the “most brutal race in the most beautiful place,” is known for its stunning backdrops, from snowcapped Alps to glittering seas, and the iconic pink jersey worn by the race leader. This year, the Giro has added a new twist to its storied tradition with the introduction of Iuman, an Italian brand specializing in men’s underwear, as the lead sponsor of the pink jersey. This partnership marks a significant shift in the race’s sponsorship landscape, replacing energy company Enel, and brings a unique flavor to the world of professional cycling.
### The Iuman Partnership: A New Chapter for the Giro
Iuman, a brand that prides itself on producing “indestructible boxer shorts,” has taken center stage at the 2025 Giro d’Italia. The brand’s logo now adorns the chests of the race’s top contenders, including Mads Pedersen and Primoz Roglič, who have both worn the pink jersey this year. This sponsorship represents more than just a branding opportunity; it’s a bold move that integrates Iuman’s products into the lives of the world’s best cyclists.
Mads Pedersen, for instance, has already received two sets of Iuman underwear as rewards for his stage wins and time in the pink jersey. The Lidl-Trek rider has been seen stashing away his new garments on the podium, though it’s unclear if they are the brand’s signature “indestructible” boxers. Primoz Roglič, another top contender, is also likely to have received a set of Iuman underwear during his time in pink.
The partnership with Iuman is a departure from the more conventional sponsorships typically seen in cycling. While former sponsor Enel gifted race leader Tadej Pogačar with wind turbines during his dominant 2023 campaign, Iuman is offering something decidedly more personal: underwear. This quirky sponsorship has raised eyebrows and sparked conversations, adding a layer of humor and intrigue to the race.
### The “Indestructible Boxer Short”: Iuman’s Flagship Product
At the heart of Iuman’s brand is its flagship product, the “indestructible boxer short.” Marketed as a game-changer in men’s underwear, the brand promises a product that resists rips, holes, and sagging, offering unparalleled durability and comfort. This innovative design has become the centerpiece of Iuman’s marketing strategy, and its association with the Giro d’Italia has brought it into the spotlight.
The brand’s website prominently features the “indestructible” boxers, with bold claims about their ability to revolutionize men’s wardrobes. While it’s unclear whether Pedersen and Roglič are sporting these high-tech undergarments, the association with the pink jersey has undoubtedly boosted Iuman’s visibility.
### A Shift from Saudi Investment to Italian Underwear
The decision to partner with Iuman comes after rumors that the Saudi Public Investment Fund (PIF) would become a major sponsor of the 2025 Giro. The PIF, which has made significant investments in sports like soccer and golf, was reportedly set to take a central role in the race. However, the deal ultimately fell through, and RCS Sport, the organizers of the Giro, turned to Italian underwear instead.
This shift highlights the Giro’s commitment to maintaining its Italian identity, even as it explores new sponsorship opportunities. Iuman, while unconventional, is a homegrown brand with a history in cycling. The company is the successor to “Intimissimi Uomo,” which previously sponsored the Giro’s white jersey for best young rider. This continuity reflects the race’s longstanding ties to Italian brands and its willingness to embrace innovative partnerships.
### The Giro d’Italia Women: Polti Steps In
While Iuman takes the spotlight in the men’s race, the Giro d’Italia Women has also seen a new sponsorship deal. Polti, an Italian cleaning products company, has partnered with the women’s pink jersey for 2024. Though perhaps less headline-grabbing than Iuman’s involvement, Polti’s sponsorship underscores the growing importance of women’s cycling and the increasing opportunities for brands to align themselves with the sport.
### The Absence of Giant Inflatable Boxers
One notable absence in this year’s Giro is the lack of giant inflatable boxer shorts along the race route. While such installations might seem like an obvious marketing stunt for Iuman, there has been no sign of them yet. This raises questions about how the brand plans to leverage its sponsorship beyond the pink jersey. Could we see inflatable boxers at future stages, or perhaps special-edition Giro-themed underwear?
Interestingly, Intimissimi Uomo, Iuman’s predecessor, once produced a line of “Giro d’Italia Stretch Supima Cotton Boxers.” These special-edition garments, however, appear to have been discontinued or sold out, as they are no longer available on the Iuman website. This leaves room for speculation about whether the brand will introduce new Giro-inspired products in the future.
### The Bigger Picture: Sponsorship in Cycling
The Giro’s partnership with Iuman is emblematic of the evolving nature of sponsorship in professional cycling. As traditional industries like energy and finance face scrutiny, races are increasingly turning to consumer brands that offer a unique and engaging proposition. Iuman’s involvement in the Giro is a testament to this trend, blending humor, innovation, and national pride in a way that resonates with fans.
At the same time, the failed deal with the Saudi PIF highlights the challenges race organizers face in securing sponsorship in a competitive and often controversial global sports landscape. While the PIF’s involvement would have brought significant financial resources, it also carried potential reputational risks. By opting for an Italian underwear brand, the Giro has stayed true to its roots while embracing a fresh and unconventional approach.
### Conclusion: The Future of the Pink Jersey
As the 2025 Giro d’Italia unfolds, Iuman’s presence on the pink jersey will continue to be a talking point. Whether it’s through Mads Pedersen’s podium appearances, the brand’s innovative products, or the possibility of inflatable boxer shorts along the route, Iuman has brought a distinctive flair to the race. While some may question the merits of underwear as a cycling sponsor, there’s no denying that it has added a layer of fun and creativity to the Giro.
Ultimately, the partnership between the Giro and Iuman reflects the ever-changing dynamics of professional cycling. As the sport continues to grow and evolve, sponsors like Iuman will play a crucial role in shaping its future. Whether through durable underwear or bold marketing campaigns, the Giro’s pink jersey remains a symbol of excellence, innovation, and, now, a touch of humor.
