Established in 1985, Sfida is a 100% Australian-owned and operated family business with a rich history of supporting athletes and sports enthusiasts. In 2025, Sfida celebrates it’s 40th anniversary and stands out as one of the few authentic Australian sports brands, embodying the country’s passion for sports and active lifestyles. Known for its commitment to affordability, quality and innovation, Sfida designs and produces high-quality, comfortable footwear and apparel tailored to meet the needs of budding athletes across various disciplines.

The brand has earned a reputation for blending functionality with style, making its products a popular choice for sports fanatics and everyday fitness enthusiasts. Proudly catering to Australia’s sports-loving population and extending its reach internationally, Sfida continues to champion Australian ingenuity and excellence in the global sportswear market.