Sfida
Sfida Sport is an Australian sports footwear and apparel brand founded in 1985, selling football boots, running, lifestyle, and kids' footwear plus apparel via DTC e-commerce and wholesale stockists across Australia and New Zealand.
- Company typePrivate
- Founded1985
- HeadquartersFootscray, Australia
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
Sfida firmographics
Firmographics- Name
- Sfida
- Legal name
- Sfida Sport
- Website
- https://sfida.com.au
- Company type
- Private
- Founded year
- 1985
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Sfida Sport is an Australian sports footwear and apparel brand founded in 1985, selling football boots, running, lifestyle, and kids' footwear plus apparel via DTC e-commerce and wholesale stockists across Australia and New Zealand.
- Ownership category
- akta.pro rank
Sfida industry classification
Industry- Product category
- Athletic Footwear and Apparel
- NAICS
- Footwear Manufacturing (3162), Shoe Retailers (45821), Footwear Merchant Wholesalers (42434), Apparel Accessories and Other Apparel Manufacturing (3159)
- SIC
- Footwear, (No Rubber) (3140), Retail-Shoe Stores (5661), Sporting & Athletic Goods, Nec (3949), Retail-Apparel & Accessory Stores (5600)
- akta.pro primary industry
- Athletic & Performance Footwear (CRAAACAA)
- akta.pro secondary industries
- Athletic Footwear & Sport Apparel Retail (CRAMABAC), Team Sports & On-Field Performance Apparel (CRAAAEAE), Athletic / Performance & Activewear Brands (CRAAAAAD)
Keywords
Where Sfida is headquartered
LocationHeadquarters
- HQ city
- Footscray
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
Sfida business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D
Revenue model
- Direct E-commerce Sales: The primary revenue stream is direct-to-consumer sales through the company's e-commerce platform at sfida.com.au. Products include football boots, running shoes, lifestyle sneakers, hiking/trail footwear, school shoes, sports apparel (clothing, compression wear), and accessories (shinguards, sport bags, goalkeeper gloves). Sales are one-time transactional purchases with no subscription component.
- Wholesale to Retail Stockists: Revenue generated through wholesale distribution to independent retail stockists who purchase Sfida products to resell to end consumers. The website features a 'Become A Stockist' page indicating active recruitment of retail partners.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Football boots starting from $49.95 for junior sizes up to $89.95 for premium senior models |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels5 records
Sfida product offering
Product offeringCore offering
Sfida is an Australian sports brand that designs, sources, and sells athletic footwear and apparel through its own e-commerce platform and retail stockist network across Australia and New Zealand. Its product range spans football boots (Pulse, Catalyst, Equaliser, Legend Team lines), running shoes (Tempo, Switch, Dash), lifestyle sneakers (Wayfarer), trail and hiking footwear, netball and turf shoes, plus the Joybees kids sub-brand and a full apparel and accessories assortment. The company integrates proprietary comfort and performance technologies (Aqua Repellent, Ortho Insole, Engineered Outsole, Ultra Lightweight, Memory Foam, Knitted Upper) into mid-market-priced products.
Differentiator
Problem solved
Functional benefit
Brands
- Joybees: Comfortable footwear and clogs for kids and adults, marketed as active clogs for active feet
- Catalyst
- Pulse
- Equaliser
- Legend Team
- FLY ACTIVE
- Tempo
- Switch
- Wayfarer
Products and services
- Pulse Senior Sock Football Boots Senior-level sock-style football boots with a knitted sock collar for a secure fit, available in multiple colorways including Orange and Black. Targeted at senior football players across AFL, soccer, and rugby codes.
- Pulse Junior Sock Football Boots Junior-level sock-style football boots designed for younger players, available in Pink, Orange, Citrus, and Black colorways.
- Catalyst Senior Football Boots
Quantifiable outcome
- Free shipping on orders over $100 provides cost certainty for customers
- +1 more outcomes
Companies that use Sfida
Customer profileSegments5 records
Ideal customer profiles4 records
Sfida technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration9 records
Feature6 records
Sfida partnerships and signals
Strategic signalScale indicators3 records
Sfida competitors and assessment
Company assessmentBroad incumbents
- ASICS: ASICS is a global athletic footwear brand with deep running and sport-specific performance credentials, directly competing with Sfida in running, netball, and football boot categories across the AU/NZ market. It is a much larger incumbent with established R&D and athlete sponsorship programs.
- New Balance: New Balance is a global athletic and lifestyle footwear brand with a strong AU/NZ presence, competing directly with Sfida across running, lifestyle (Wayfarer comparable), and football boots, and also offers wide-fit options at mid-market price points.
- Nike: Nike is the dominant global athletic footwear and apparel brand and competes with Sfida across virtually every category — running, football boots, lifestyle, kids, men's and women's — with vastly larger marketing budgets and athlete endorsements in the AU/NZ market.
- Adidas: Adidas is a global athletic footwear incumbent and a direct competitor in football boots (Predator, Copa, X) and running, pressuring Sfida's core football boot and runner SKUs in AU/NZ retail and online channels.
- Puma: Puma is a global athletic and lifestyle footwear brand with strong football heritage and a growing running presence, competing with Sfida in football boots (King, Future), running, and lifestyle/lifestyle-sneaker categories in AU/NZ.
Direct peers
- Brooks Running: Brooks Running is a specialty running shoe brand competing directly with Sfida's running lineup (Tempo, Switch, Dash) and competing for the same mid-market and specialty running consumer in AU/NZ with comparable technology-led positioning.
- Hoka: Hoka is a premium running and trail footwear brand with a growing AU/NZ presence, directly competing with Sfida's running and trail/hiking lines and pressuring ASP through its maximalist cushioning positioning.
- Saucony: Saucony is a specialty running brand with a dedicated AU/NZ presence, competing directly with Sfida's running shoe lineup across men, women, and kids at similar mid-market price points.
- Salomon: Salomon is a performance outdoor and trail running footwear brand with established AU/NZ distribution, competing directly with Sfida's trail/hiking line and outdoor active lifestyle consumers.
Regional players
- 2XU: 2XU is an Australian-founded performance apparel brand with strong compression, running, and triathlon positioning, comparable to Sfida's compression and athletic apparel lines and competing in the same Australian premium activewear consumer base.
Market position
Customer concentration
Sfida social profiles
Digital presenceSfida financial estimates
Financial estimateRevenue estimate
Valuation estimate
Sfida leadership team
Management profileNumber of profiles
Sfida funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Sfida M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Sfida
What does Sfida do?
Sfida is an Australian sports brand that designs, sources, and sells athletic footwear and apparel through its own e-commerce platform and retail stockist network across Australia and New Zealand. Its product range spans football boots (Pulse, Catalyst, Equaliser, Legend Team lines), running shoes (Tempo, Switch, Dash), lifestyle sneakers (Wayfarer), trail and hiking footwear, netball and turf shoes, plus the Joybees kids sub-brand and a full apparel and accessories assortment. The company integrates proprietary comfort and performance technologies (Aqua Repellent, Ortho Insole, Engineered Outsole, Ultra Lightweight, Memory Foam, Knitted Upper) into mid-market-priced products.
Is Sfida a public or private company?
Sfida is a private company. It is classified as unknown and is currently operating.
When was Sfida founded?
Sfida was founded in 1985. It employs 11 to 50 people.
Where is Sfida based?
Sfida is headquartered in Footscray, Australia, in the Oceania region.
How does Sfida make money?
Two revenue lines are on record. Direct E-commerce Sales are the primary driver. The others are wholesale to Retail Stockists.
Who are Sfida's main competitors?
Broad incumbents on record are ASICS, New Balance, Nike, Adidas and Puma. Direct peers are Brooks Running, Hoka, Saucony and Salomon. 2XU is listed as a regional player.
Does Sfida have an API?
No public API is recorded for Sfida.
What industry is Sfida in?
Sfida's product category is Athletic Footwear and Apparel. Its primary akta.pro industry code is CRAAACAA, Athletic & Performance Footwear, with a secondary code of CRAMABAC, Athletic Footwear & Sport Apparel Retail. Its NAICS code is 3162 and its SIC code is 3140.