Ways in which authentic branding strengthens brand loyalty worldwide

kybun dared a lot and won: the name was emblazoned on the roof of FC St. Gallen's stadium for ten years. The sponsorship began at a time when the brand was barely known. "Back then, we thought about what we could do to strengthen brand awareness in Switzerland and internationally," says Karl Müller IV, looking back. The stadium naming not only ensured visibility, but also credibility: a good trust booster, especially in digital commerce. "That helped us a lot - as did the collaboration with the soccer club. That's how we got into the sport."

kybun and Joya consistently focus on their own roots instead of short-lived trends: Swiss production, uncompromising quality and a clear commitment to healthy walking. to the topic of healthy walking. Müller explains: "We are the shoemakers of the nation and have set ourselves the goal of making shoes in in Switzerland." Even if not all kybun and Joya shoes are produced in Switzerland, the two CEOs are, in their own words, "constantly working on moving more volumes to Switzerland every year".

We sense that there is a new upswing at ISPO Munich, and we want to be part of it,

says Müller. The strategic realignment of ISPO from an order trade fair to an international flagship event for the sports industry has encouraged and motivated them to participate for the first time in 2025 as an exhibitor with the kybun and Joya brands. Minder adds

This is of course a very decisive reason why ISPO is increasingly addressing our target clientele and thus picking up on social developments. We said that if ISPO is going in this direction, then we have to be present.

You would find the idea of reinventing the "dusty" topic of health and focusing more on wellbeing issues very exciting. "That's where kybun and Joya belong." The two "shoemakers of the nation" are deliberately focusing on ISPO 2025 - and not just because traditional shoe trade fairs are dying out. They hope to reach new target groups, make their brand even better known and charge it with emotion.

The makers of kybun and Joya are offering real product experiences at ISPO 2025. Visitors can not only look at the shoes of the two brands, but also experience them on their own feet. "We will offer so-called test shoes. Visitors can borrow these for a while and walk around the trade fair in them," announces Müller. It's different to feel the effects on your own body. In his eyes, this is an effective way of reducing skepticism.

Some stories are too good to be true, Müller recalls: "The sports minister of Saudi Arabia was a guest at a game at kybunpark. When he found out that the sandal he had bought at the airport was produced in the region and that the stadium was called the same, he was absolutely thrilled." The minister flew back home and recommended the brand to others. The result: the Arab market is currently one of the strongest in the world for kybun. Another stroke of luck is that Netflix is currently accompanying Tyler Andrews on his fourth Everest record attempt. Minder reveals: "And when he's not running around on the mountain, Tyler is wearing our shoes, because he had an injured ankle."

After a decade of stadium sponsorship, Müller and Minder are shifting their focus to club sponsorship on a smaller scale. Support for individual athletes is also to be expanded. The goals are more direct access to customers and the creation of authentic encounters. "We now want to invest more in grassroots sport and support more smaller clubs with smaller amounts so that we simply have more contact and encounters," says Minder.

"As soon as we bring out a me-too product, there are five others who can do it a thousand times better," emphasizes Müller. The makers of the Swiss shoe brands have a clear stance: they focus on substance instead of making empty promises. "The topic of relevance: How are we relevant as a brand? Only by offering the right solutions for our customers, remaining authentic and telling it like it is. Communicating directly is extremely important," says Müller. For him, this also includes focusing on your own strengths, even "if you only operate in a niche".