Italian accessories specialist Rudy Project has firmed up its international expansion strategy with the acquisition of 100% ownership of its long-standing exclusive distributor, Rudy Project North America.
The transaction, completed in February 2026, allows the Italian brand to drive direct growth and operate directly within the US market and the Caribbean region.
Based in San Clemente, CA, Rudy Project North America was founded in 1998 by a group of executives from the optical and sports industries. Over the last 25 years, the US-based distributor has been key in building brand presence and establishing a premium positioning for the Italian company’s helmets and eyewear.
The move follows a period of consolidation for Rudy Project, which now manages its business directly in Italy, France, Belgium, Germany, Switzerland, Austria, and the United States. Rudy Project currently operates in more than 60 countries worldwide.
Cristiano Barbazza, CEO of Rudy Project, said “After consolidating direct control over our key European markets, the natural evolution of our business was integrating the most strategic overseas market.
“The United States is one of the most relevant, dynamic, and at the same time most competitive sports markets in the world – a context that demands speed, vision, and the ability to innovate continuously.”
The company has developed a multi-year investment plan to support this structural growth in North America.
Brad Shapiro, Principal and co-founder of Rudy Project North America, said “After running Rudy Project North America as an independent company for 25 years, this was the right time to reunite with Rudy Project S.p.A., the parent company, which has the long-term vision and resources necessary to maintain the brand’s quality standards and drive continued growth across North America.”
Founded in 1985 and headquartered in Treviso, Italy, Rudy Project designs and manufactures high-performance sports helmets and eyewear. It has built a footprint in the industry through proprietary technologies such as ImpactX lenses. The company adds that it targets performance-driven athletes with a strategic focus on disciplines such as cycling, triathlon, running, and outdoor sports.
The company is also active in sustainability through its RideToZero programme. This initiative is a non-profit-style commitment aimed at reducing environmental impact across product development and corporate processes to address climate change challenges.
Rudy Project maintains high-profile partnerships with professional athletes and teams, including the WorldTour Bahrain Victorious cycling team and cross-country skiing champion Johannes Høsflot Klæbo. Its collaboration with the Italian Cycling Federation is set to continue through the 2028 Los Angeles Olympic Games, and its partnership with UTMB is confirmed through the end of the 2027 season.
The brand continues to manufacture 100% of its eyewear in the Veneto region of Italy, while its helmets are also designed in Italy.
