For any brand that’s been around for centuries, evolution isn’t just an option for it but rather essential. But how do you transform something with such deep roots without losing its soul? At the SPORT BRAND MEDIA conference, Stefan Ostertag, Chief Marketing Officer at Schöffel, took the audience behind the scenes of the company’s ambitious rebranding journey. Instead of simply updating visuals or launching another product line for today’s customers, Schöffel dives deeper with these questions: “Who are we really? What is our identity? And above all, the question, and it's usually a little harder, who are we not?”
Learn more about brand strategies, discover how the sports industry is set to evolve and how sports, brands, and media can successfully adapt. The conference takes place on 01 and 02 DEC.
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Schöffel’s transformation was strikingly deliberate. It wasn’t driven by declining sales or market pressure, but by a strategic, forward-thinking decision rooted in brand clarity and customer alignment since 1804. Ostertag emphasized that Schöffel didn’t need to chase growth at any cost. Instead, the team focused on their core regions (DACH, France, and Benelux) and chose sustainable growth by continuing to excel at what they do best: premium outdoor textiles for outdoor lovers. Ostertag reveals
We decided to expand what we already do well. This was a conscious choice, not a fallback.
This clarity helped the brand avoid trend-chasing and unnecessary overhauls, resulting in a transformation that feels both timely and timeless, driven by purpose rather than panic.
Take The Chance: Evolving Without Losing Your Identity
Schöffel’s transformation highlights the importance of staying true to your brand while evolving with the times. By focusing on what they do best, Schöffel didn’t chase fleeting trends but instead embraced a thoughtful, customer-centric approach. The lesson is clear: you don’t have to be the loudest to be heard. Authenticity, clarity, and a deep alignment with your customers are the keys to lasting success. It's not about reinventing your brand, but more about rediscovering what truly matters and building on that foundation.
More about discovering the right strategy and understanding the role of media will be covered at the Sport Brand Media Conference at ISPO 2025. Learn more about strong leadership, as well as how the sports industry is set to evolve and how your brand can adapt without losing your authenticity. The conference takes place on 01 and 02 DEC.