Sebago Rowing Cup

Written by Sasha Cantrelle

From New England to the banks of the Po

This year, Turin hosted the very first Sebago Rowing Cup, a regatta inspired by the storied university rowing traditions of the American East Coast. With athletic elegance, collective determination, and quintessential preppy style at its heart, this inaugural event was a proud celebration of the Ivy League heritage that continues to define the Sebago brand.

It all felt like a dream. The long synchronized strokes against the current brought me back to Ivy League America. Values of teamwork, a golden ambition and that driving force towards success were all present at the Sebago Rowing Cup. Each team stood perfectly aligned in uniform, representing prestigious universities from across Europe. As they readied themselves on the docks, colorful flags urged them on. Excitement was everywhere. With boat shoes at our feet, we rose onto our tiptoes to see who was winning.

The banks of the river Po winding through Turin were transformed as we cheered for the regattas. Around me, a sea of silky striped ties and schoolboy blazers brought the quintessential preppy archetype to life. I became a student all over again. And suddenly, Sebago drew me into this collegiate atmosphere, where wooden amphitheaters and leather moccasins echoed victorious sounds of greatness.

The history of Sebago’s origins somehow resonated through the entire experience.

We learned that the name Sebago came from the Native American term meaning “long-shaped water basin”, used to describe a lake in the state of Maine where the brand was founded. I imagined how, centuries ago, canoes might have glided along those waters, carrying tribes of native people. The story felt like a mirror image to the rowing cup in Turin.

Was this the birth of sportsmanship?
Or was it a pair of shoes that started it all?
Perhaps a little bit of both.

I had never been anywhere quite like Turin before.

The greenery near the rowing club was unlike most of the Italian cities I have visited. It stood in complete contrast to the city center, where baroque façades flourish at every corner. It was vast and lush like English parks with thick trees, wild ducks and picnics nearby.

Before the festivities began, I sat with fellow journalists from France, England, Spain and the Netherlands and we shared this common language that was the Sebago heritage. We traded pop culture anecdotes like Michael Jackson dancing his legendary Moonwalk in a pair of leather Sebago moccasins. Iconic. It’s no surprise that the archivale pieces from decades ago look exactly like the ones we were wearing that day.
That, in fact, is the very reason we keep gravitating toward these shoes. They are eternally classic. They don’t chase fleeting trends ; instead, they anchor themselves in timeless style. Later that afternoon, during the press conference, creative director Marco Tamponi captured this perfectly: the idea of classic heritage pieces isn’t to be stuck in the past — on the contrary, it’s all about moving forward into the future while staying true to Sebago’s roots. A daunting task indeed, in such a fast- paced world.

Being born American and now half European, I recognize myself in Sebago.

The brand originated in the U.S. before becoming Italian-owned. This DNA that carries part of both worlds is really quite intriguing. From the East coast beaches of New England to the cobblestone streets of Turin, Sebago soles have built bridges that bring different cultures together.

Some shoes are really that powerful. This kind of double identity, an American past and an Italian future, is a fashion statement in itself. It reminds us that shoes have no boundaries. From small baby steps to “one giant leap for mankind”, each footprint will leave its mark. Some are absolutely life- changing.

As the day drew to a close, the athletes made their way through the crowd to find their families at the cocktail party. Proud smiles and laughter filled every corner as we congratulated them on their triumphant performance. We sipped aperitivos while reflecting on the effort and adrenaline behind such an intense sport — with early-morning rowing sessions and all the rigorous training that it requires. As spectators, we sometimes forget the sweat involved in creating such a beautiful race. The eEndurance, rhythm and upper body strength are all essential in composing what we see as an audience. At the tip of each boat, a single athlete sits guiding the rowers like the conductor of an orchestra.

And it truly was, a nautical symphony.

For this first edition of the Sebago Rowing Cup, I was amazed to discover that Sebago is far more than just a brand, it’s a lifestyle altogether. And even more so: a mindset.

To achieve a winner’s mentality, you must be willing to grow in new ways. It was obvious over the course of the day that Sebago is determined to propel their legacy toward a glorious horizon. In years to come, I will look back on this event and remember one very particular feeling: a collective sense of hope that carried us together to the finish line. It’s these kinds of milestones, those that bring out the best in us, that form the very backbone of humanity.