David Ekelund is the CEO of the shoe brand Icebug. As chairman of the Scandinavian Outdoor Group, hardly anyone has a better overview of the industry than him. In a guest article, he frankly shares the strategy of his company on how to navigate through the crisis.
Where will the next marathon world record be set? This autumn, the London Marathon is aiming for the duel between top stars Eliud Kipchoge and Kenenisa Bekele. However, the Berlin Marathon, notorious for world records, cannot take place as planned.
Sustainability is shaping the sports industry like never before. Today, manufacturers of running shoes are also focusing on more environmentally friendly materials and production processes - even though it is not yet possible to do without plastics entirely.