Brand strategy

OrthoLite CEO Glenn Barrett speaks about the importance of partners, sustainability and the new factory in Spain for customers in Europe.

After retiring as a professional skier, four-time world champion Bode Miller is focusing entirely on business. At U.S. apparel manufacturer Aztech Mountain, he is Chief Innovation Officer and co-owner - and is also boosting the outdoor company's business at ISPO Munich. In an interview with ISPO.com, the best US ski pro of all time also explains: "I don't miss racing for a second."

Nike has secured the title as the world's most valuable apparel brand in the Brand Finance report for the seventh year in a row. Adidas is in the top 5. With Fila and Bosideng, two more players in the sports and outdoor industry are among the big winners in a difficult year.

Tradition, individuality, self-confidence and courageous lateral thinking - all of this is to be part of New Balance's renewed brand image. The sports brand has a new claim and Jürgen Klopp is involved in the new marketing campaign.

With "A Day for Jake", the snowboard community honors Jake Burton Carpenter as co-inventor of the modern snowboard on March 13. With his Burton brand, he shaped winter sports for decades - and always remained a unique character. Our author Thomas Becker remembers a memorable meeting with him.