Officials at GEICO AMA EnduroCross Series, presented by E3 Spark Plugs, welcomes Sidi boots to the list of great sponsors backing the 2010 series that opens this summer at Vegas’ Orleans Arena.

Evolving from a then highly-innovative approach to hiking boot construction, Sidi Sport entered the motocross field some 40 years ago – sold as the “Full Bore” brand in the States to all you old schoolers. Since 1969 Sidi has continually strived to create the most innovative, functional and best-fitting MX boots on the market, backing and testing its product with legendary names like Joel Robert while putting the Sidi brand name on the map.

Since then off-road greats such former GEICO EnduroCross champ Ricky Dietrich, along with international off-road stars such as Stefan Everts, Juha Salminen, Kurt Caselli and Destry Abbott all run the recognizable Italian boots in the harshest conditions possible for man and machine. Sidi’s are at home on the International Six Days Enduro (ISDE) battlefields, torturous Baja, the GNCCs WORC series’ and, of course, holding up through the mind-bending obstacles that make up GEICO EnduroCross.

“With the jagged rock crossings, massive boulder mountain, loose logs, felled trees, water hazards, mud, sand and all things slippery, grippy, wet and muddy, EnduroCross should prove to be the optimal test grounds for the Sidi off-road boot line,” said Sidi’s Bill Berroth. “EnduroCross is like a laboratory for off-road equipment with a house packed full of the most discerning enthusiasts. Sidi welcomes the challenge and looks forward to again proving the worthiness of our boots through our partnership with EnduroCross.”

Added Lance Bryson, Director of Sales & Marketing for GEICO EnduroCross: “Sidi has been around forever and with good reason – they make some of the best boots in the world with attention to quality and workmanship unsurpassed in our industry. We’re pumped to have Sidi on board this year with GEICO EnduroCross and look forward to working as a team to help further the great reputation of their boots through EnduroCross’ live events and widespread industry interest.”

For more information on Sidi Boots, link to: www.motonation.com

2010 GEICO EnduroCross schedule:

Date         Venue                                           City/State

July 17     The Orleans Arena                    Las Vegas, Nev.
Aug. 14     Lazy E Arena                              Guthrie, Okla.
Aug. 27    Pepsi Coliseum                         Indianapolis, Ind.
Sept. 11   Comcast Arena                          Everett, Wash.
Oct. 30     National Western Complex     Denver, Colo.
Nov. 20    The Orleans Arena                    Las Vegas, Nev.