Founded in 1963 by Sante Mazzarolo in Asolo, Northern Italy, Alpinestars began as a small leather-craft workshop that quickly identified an emerging need for protection in motocross. From its earliest boots designed for off-road riders, the company emphasised close collaboration with athletes, developing protective footwear that would become industry benchmarks. By the early 1970s, Alpinestars was already linked with championship-winning motocross teams, setting a pattern of performance-driven innovation.

In the decades that followed, the brand expanded both the product range and the sporting disciplines it served. The 1990s saw Alpinestars move into road racing apparel, mountain biking and auto-racing footwear, and in 2000 the company formally established a dedicated Auto Suit Department. Its presence in Formula 1, NASCAR, MotoGP, World Superbike and other top-tier series underscored the crossover between elite racing and protective gear development. Technical breakthroughs, such as the Tech-Air airbag system introduced in 2009, demonstrated Alpinestars’ commitment to advancing rider and driver safety.

Today, Alpinestars operates globally with headquarters in Italy, the United States, Tokyo and Bangkok, employing some 700 staff worldwide. Drawing on the mantra “One Goal. One Vision”, the company collaborates with professional athletes to create protective solutions that push boundaries while bringing lessons from extreme competition back into road and amateur-racing gear. With its roots in racing and a mission focused on safety, Alpinestars stands not only as a supplier of high-performance equipment but as a pioneer of motorsport protection technology and apparel innovation.