Santini Cycling is going all-in on Mads Pedersen. The Italian brand has announced a signature technical apparel collection with the Lidl-Trek rider, built on its MADSS aerodynamic research programme and due for release at the end of April.
For Santini, the move is a statement about where the brand sees itself in the premium cycling market. Rather than selling team replica kit, this is athlete-driven product, using Pedersen's name, input and on-bike preferences to push its highest-end textile technology directly to consumers.
For Pedersen, it reflects just how far his stock has risen. He won the world championship back in 2019 in Yorkshire, but the 2019 version of Pedersen and the 2026 version are different propositions. He has grown into one of the sport's most versatile and marketable riders, equally dangerous in bunch sprints and on cobbled classics, and now the kind of name a brand wants front and centre on a premium product line.
What's in the collection
The technical backbone of the collection is MADSS (Mega Aerodynamic Speed Shell). Launched by Santini in 2025, the speed-focused line was born from years of prior aerodynamic research and real-world race validation alongside Lidl-Trek. But while the MADSS baseline provides Santini's highest pro-level performance and speed standards, this new signature line represents Pedersen’s personal interpretation of that technology.
Pedersen has been highly hands-on in the design process to ensure the garments reflect his identity. Given the opportunity to move beyond the official colours of his Lidl-Trek team kit, the Danish rider collaborated closely with Santini's designers to shape a bespoke aesthetic that expresses his grit, authenticity, and distinctive personal style.
“I didn’t just want my logo on a jersey, I wanted the collection to reflect my philosophy as a rider and my personal style,” Pedersen said of the project. “It’s inspiring to work with a team that truly understands what a cyclist needs to feel at their best on the bike.”
Santini has supplied Lidl-Trek, formerly Trek-Segafredo, for nearly a decade. That relationship gave Santini the platform to develop its MADSS technology alongside Pedersen through years of prototype testing.
Pedersen joins a small club of active riders with enough pull to anchor their own apparel line. It is a reflection of where he sits in the peloton right now, not just as a rider but as a brand in his own right.
The collection will be available through Santini's website and select global retailers immediately after its late-April unveiling. Pricing has not been disclosed.
