Brand strategy

With the Cloudflash, the running shoe manufacturer On is producing the Product of the Year 2017 in the Performance segment at the ISPO AWARD. The Swiss have long been involved in the trail running market as well. Co-founder of the company Olivier Bernhard knows what's important when it comes to running shoes as Ironman winner. In an interview with ISPO.com he gives insights.

With the takeover of the racquet manufacturer Tecnifibre, Lacoste strengthens an old core business: innovative technology in tennis.

The sportswear brand Kari Traa is devoting its new campaign “Celebrate Yourself” to the daily challenges that women must face. 

Mammut CEO Oliver Pabst explains in an ISPO.com interview his staffing decisions, the guidelines from the parent company and what he expects from his personnel.

The sportswear manufacturer Adidas sells its ice hockey brand CCM – yet is still involved in the NHL.