Oliver Pabst took over the role of CEO at Mammut in September 2016. He explains his new direction to ISPO.com: Retail, Digitization, Collection reduction, Brand reinforcement Read part 1 of the exclusive interview.
The sporting goods industry is still having a hard time winning over sports fans. Prof. Gerhard Huber from the Institute for Sport and Sport Science appeals for a change of course.
As a brand strategist, Peer Hartog knows how sports brands can successfully navigate the process of digitization. In his eyes, one of the big brands in particular has risen to become a digitization champion.
