The 2010 has already begun and the Spanish ace made his debut on the streets of Portugal in the Volta ao Algarve. His first race gave him his first victory, with Contador smashing on the climbs (1st in the third stage) and strong in the time trials (2nd in the final TT fraction). Before getting back on his bike for his 2010 adventure, Contador had time to make a fun and interesting commercial that was shot in the Sidi general headquarters in Maser (TV). In the ad, the protagonists are the super strong Spanish rider and Sidi Ergo 2 Carbon Lites, the shoes made in carbon that are the top of the line models in the 2010 Sidi Sport collection. On the Sidi set Contador was dressed elegantly in a white getup that matched the uppers of his Ergo 2 Carbon Lite shoes.

Alberto Contador, Sidi's star actor for the day, certainly needs no introduction. He's a champion who at the tender age of 27 could already qualify for an "Outstanding Career Oscar", to use a cinematic metaphor, for his extraordinary successes at the Tour de France (2007 and 2009), the Giro d'Italia (2007) and in the Vuelta a Espa�a (2008).

The Sidi commercial ad with Alberto Contador & Ergo 2 Carbon Lite is aired on Eurosport by February from the Tour of Qatar and will be shown throughout the 2010 great cycling season on TV.