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SUGOI means "incredible" in Japanese, and for over 20 years SUGOI athletic apparel has certainly been living up to it's name. The brainchild of a bicycle racer and a fashion designer, SUGOI founders started making bike shorts which soon developed a following among athletes that was almost cult-like. Today SUGOI prospers as one of the top industry names in technical athletic apparel. Try on SUGOI apparel today at Holabird Sports and become a believer in SUGOI's incredible performance gear.