Brands
All the latest developments on the product and marketing side, including new product launches, sponsorship deals and other marketing initiatives.
Brands
Hugo Boss launches ski range
The Boss Ski capsule comprises both technical skiwear and après-ski pieces.
Macron new official kit supplier of all teams in Major League Rugby
Macron succeeds another Italian company when Kappa is leaving the MLR rugby scene.
Volcom starts outerwear rental service
Skate and skiwear brand Volcom, part of Authentic Brands Group, has started a rental service for snowwear garments.
Lacoste partners with the Rolex Paris Masters
The brand will be a premium partner of the tournament until 2030.
Neocurve is Asics’ first locally produced sneaker
Asics has released the Neocurve, a sneaker with a retro look made from recycled materials, including discarded footwear, locally collected and produced in the EU.
World Rugby and Fanatics team up on global merchandise deal
The wide-ranging agreement aims to make merchandise more accessible to rugby fans worldwide.
Vasaloppet and Stadium extend partnership
80.000 Nordic skiers in one week. That’s how big the world’s biggest cross-country ski race has grown. Vasaloppet is now extending its cooperation agreement with the Swedish sports chain Stadium.
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Start-up can sniff out fakes with AI
Osmo is giving AI a sense of smell.
Hugo Boss launches ski range
The Boss Ski capsule comprises both technical skiwear and après-ski pieces.
Volcom starts outerwear rental service
Skate and skiwear brand Volcom, part of Authentic Brands Group, has started a rental service for snowwear garments.
Hoka: A Blueprint for Sustainable Growth in the Sports Industry
From Start-Up to Billion-Dollar Brand. Read our exlusive case study about Hoka
Kästle partners with Olympic champion Anna Veith
The Austrian ski brand is partnering with the decorated Olympian to inspire young people to take up skiing and develop innovative alpine products.
Craft’s CEO: ‘In five years we will double our turnover to €350 million’
Swedish Craft has really good momentum. The company, which 25 years ago was best known for its blue and black underwear, now has a turnover of SEK 2 billion (€175m) and is a recognized brand in running, cross-country skiing and cycling. With CEO Stefan Persson at the helm, the goals are set high: in five years, turnover is expected to double.
The New Creative Collectives: a strategic shift in outdoor and sports culture
How do consumers and their habits change? What do they expect from brands and with which kind of brands do they engage? In a mini-series of articles brand strategist Fredrik Ekström reveals not only consumer insights but gives advise how brands fully embrace this transforming consumer landscape. In this last out of four articles Ekström explains why Creative Collectives are a key to the active consumer.
From Fandom to Fundom: transforming brand engagement
How do consumers and their habits change? What do they expect from brands and with which kind of brands do they engage? In our mini-series brand strategist Fredrik Ekström explains the transformation of the consumer and in this third out of four articles introduces the expression of “Fundom” and what it means for brands.
Brand activism: The strategic imperative of “what” over “why”
How do consumers and their habits change? What do they expect from brands and with which kind of brands do they engage? In a mini-series of articles brand strategist Fredrik Ekström reveals not only consumer insights but gives advise how brands get their positioning right and evolve a deeper relationship with their customers. In this first out of four articles Ekström explains why the “what” is nowadays more important than the eternal “why”.
Intelligence, analysis and advice for the global sporting goods industry.
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