Sugoi. Origin: Japanese. Definition: incredible, awesome, cool. Sugoi is a long-running, endurance sports manufacturer, notorious for their durable and hard wearing performance sportswear. For more than two decades, Sugoi has had a trusted and well-respected reputation among cyclists and athletes. The fabrics and technology used in the production of Sugoi’s cycling shorts, cycling jerseys and accessories have been engineered to help you perform to your genetic potential, giving you the edge on your fellow riders.