You know the logos: the swoosh, the three stripes, the he leaping big cat. But a sports brand is far more than a symbol. From Nike’s “Just Do It” to Patagonia’s sustainability activism focus, the strongest brands turn purpose and culture into lasting loyalty. Brand management goes beyond design and messaging: it creates systems of value that shape internal culture, inspire athletes and fans and drive long-term business impact.
Learn more about brand strategies at ISPO 2025 where you get the chance to network directly with international top brands. Get exclusive insights at curated talks that focus on implementing certain strategies into your business. From NOV. 30 - DEC. 02. in Munich.
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Brand management in sports goes far beyond logos and campaigns. It’s a leadership tool, a culture builder, and a catalyst for long-term impact, guiding every decision while shaping internal values and external communities. Purpose-driven brands inspire athletes, engage fans, and foster loyalty that lasts.
If you’re building or managing a sports brand today, ask yourself:
What values are we embedding in our products, people, and partnerships?
Are we shaping culture, inspiring our teams, and building authentic communities or are we just reflecting trends?
What legacy do we want our brand to leave in sports and beyond?
ISPO 2025 helps you to answers these questions. Gain insights and practical guidance from global sports leaders to refine your brand strategy and thrive in fast-paced industry. From NOV. 30 - DEC. 02. in Munich.
Around 31% of adults worldwide do not get enough exercise (WHO). This is not only a significant health risk, but also an enormous growth opportunity for sports brands and retailers. So far, the focus has been on the active target group, but the greatest potential lies with non-athletes. ISPO.com has collected best practices for you on how to best address non-active people.
The Hall for Health & Wellbeing at ISPO 2025 will show how new impulses for a healthier, more active future can be developed. This is a place for ideas, exchange and visibility. From 30. NOV. - 02. DEZ. in Munich.
After the last race, the final whistle, and the conclusion of the medal ceremonies, what happens next? At the SPORT BRAND MEDIA conference, former biathlete Kati Wilhelm, retired bobsledder André Lange and canoeist Tom Liebscher reflect on their life after sports, sponsoring, funding gaps, school sports, visibility and Germany’s Olympics future.
More exclusive insights from international speaker will be presented at this years SPORTS BRAND MEDIA conference at ISPO 2025 where brands, media, sponsors and athlethes discuss the most pressing challenges and opportunities in sports marketing and beyond. Don't miss your chance to find out how you connect sports, brands and media successfully. The conference will take place on 01 and 02 DEC.
Reaching the Olympic podium is only the half story for a lot of athletes. When the crowd departs and the lights go off, the true test frequently occurs. Lifelong career changes aside, there’s much deeper and darker waters to explore.
Former athletes Kati Wilhelm, André Lange and Tom Leibscher offer an honest and deeply human look at the transition from Olympic podiums to everyday life and how they have to get through issues like maintaining your relevance, money problems and the most difficult and existential of all: life after sport. Gold medals aside, they all have something to say about the best strategies to approach these issues and raise important questions about how Germany supports its athletes during and after their careers.
From better school sports programs to sustainable funding structures, their reflections show that the future of competitive sports depends just as much on grassroots systems as it does on national pride. Athletes shouldn’t have to sacrifice long-term stability for short-term glory. As they call for stronger recognition of sport’s societal value, whether through youth development, social integration, or international visibility, it’s clear that more needs to be done. Their journey doesn’t end at the finish line and neither should our efforts to support them. If Germany truly hopes to host the Olympics again, it must first build a foundation that honors and uplifts its athletes beyond their medals.
Meet the people shaping tomorrow’s sports business
Before athletes even think about what comes after their final race or match, there's another challenge they often face: visibility. Recognition and personal branding deeply impact what opportunities follow a sports career.
Kati Wilhelm, the 3-time Olympics champion in biathlon, put it simply
You have to be able to determine to a certain degree how popular you will be.
She explained that beyond medals, public image plays a role in sponsorships and long-term visibility. Her red hair became part of her identity and a reflection of her drive and individualit.
Tom Liebscher, 2-time Olympic canoe sprint champion, highlighted how summer sports athletes have to present themselves more with a story or passion. With less television coverage compared to winter sports, they often rely on authenticity to stand out and build their value for sponsors.
Visibility can shape whether an athlete finds speaking opportunities, brand partnerships or media relevance after retirement. Especially if athletes aren’t in the spotlight or part of a widely followed discipline, as André Lange, 4-time Olympics bobsled champion, noticed
There are sports where it’s easier and others where it’s more difficult.
Visibility may not win medals, but it opens doors. And for many athletes, that's what carries them from sport into what comes next.
Transitioning from the high of competition to everyday life isn't easy. Kati Wilhelm recalled that shortly after retiring, she received an invitation that set the course for her next chapter and launched her career as a speaker
Someone came to me and said companies like to benefit from the experiences of successful athletes. Can you imagine just passing on your knowledge? [...] “And now, I’ve been doing it for a few years.
André Lange shared something similar. He believes that before jumping into the next big thing, athletes should be given space to land. For him, that included going back to school after retirement. He explained
An athlete should really first deal with leaving the sport and going into a completely normal life.
Both these champions emphasized the importance of preparation, whether it’s education or simply figuring out what you enjoy beyond your sport. Success opens doors, but it doesn't automatically lead to a second career. Kati Wilhelm added
You need a media presence, a good topic, and, of course, success.
Tom Liebscher, who represents the younger generation, noted how things are a bit different now thanks to social media. He explained how it allows him to tell stories beyond just results and helps maintain visibility, even in the quieter months. But the underlying challenge remains the same: transitioning from athlete to something else isn’t easy and it doesn't come with a map.
You want to discover more inspiring stories?
Then don’t miss your chance to meet internationally renowned creators live at the ISPO Creator Summit where you can ask them everything in our curated live talks.
One surprising part of the conversation was how visibility differs across seasons. As Tom Liebscher explained, winter athletes enjoy natural TV time. People are cozy on the couch and watching their favorite competitions. He too, was watching winter sports all day.
But as a summer athlete, things are different. Because his competitions don’t have the same built-in media audience, he has to work harder to build relationships with sponsors. It's less about screen time and more about connection. Tom Liebscher noted
We have to present ourselves more with a story or simply with a passion.
Even with three Olympics gold medals, it took months for him to start seeing marketing opportunities. That delay is telling. Despite enormous success, summer athletes in Germany often struggle to convert performance into visibility, or financial gain. Tom Liebscher remembered
We only started talking about the Olympic victory three months later.
Kati Wilhelm agreed that success alone isn't enough. Especially in “fringe" sports or those without a huge media platform. She pointed out hat sponsorship at the Games is heavily restricted
With an Olympic gold medal in many edge sports, you can't buy anything.
The lack of commercial exposure during the biggest moments means athletes miss out on their most valuable window for visibility. The conversation highlighted how structural imbalances between sports affect what comes after victory and why visibility doesn't always translate to value.
Much of the discussion turned toward how politics and policy shape the athlete journey. André Lange said plainly
Without the support of the economy, it won't work.
But beyond corporate funding, both André Lange and Kati Wilhelm called for stronger political commitment to sport.
She noticed out the lack of a strong lobby for sports in Germany. Whencomparing Germany to countries like France and the UK, where political will translated into Olympic readiness, Kati Wilhelm pointed out
Sport simply does not have the lobby. [...] They did a lot in funding, also in social insurance for athletes.
For many athletes in Germany, access to health coverage or pensions is tied to employment with government institutions. She added
We were both employed by authorities but not everyone gets the pleasure.
Kati Wilhelm believes this lack of security discourages young athletes from pursuing elite sport. Without structural support, even the brightest stars can fall through the cracks. She asked
Why should they face all these challenges, give up a lot, and end up with nothing at 30?
Tom Liebscher also raised the issue of long-term planning, mentioning his recent meeting with the German chancellor. He shared his concern for the future of sport and told the chancellor directly:
We need Olympic Games as a goal. To find new funding, make new money, and give the whole system momentum.
Their unified message was clear: Germany must do more at the political level to support its athletes, not just during the spotlight years, but through education, funding, and real post-career planning.
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Kati Wilhelm, known for her red hair during her racing days, reflected on how image shapes opportunity but only if it aligns with authenticity. She stressed that not every athlete is comfortable in the public eye, and that’s okay. She explained
You have to stay authentic. You can't adjust. [...] You can definitely train a little, but it won’t turn someone into a showman.
She explained that while her red hair helped with recognition, it wasn’t a strategy. But her success came from grit and ambition and any media advantage was secondary. Kati Wilhelm stated
It certainly fit my mentality. But I wasn’t successful because I dyed my hair red.
Still, image does matter. André Lange agreed that marketing opportunities differ across sports and personalities. He noted that team sports can be even more challenging
Unless very special characters manage to get out of the system, it’s hard to stand out.
Tom Liebscher emphasized the importance of being active, telling your story and showing more than just medals. He believes athletes need to help future generations by speaking up and advocating for the sport system
You present yourself and also fight for the matter.
Modern athletes are expected to be more than competitors, they’re expected to be brands, role models and spokespeople. And that expectation adds pressure, especially when you're still trying to define yourself after retirement.
Beyond elite sport, the athletes raised concern over declining physical activity among children. Kati Wilhelm quoted WHO statistics, saying
31% of adults worldwide move too little. For children, it’s 80%.
She stressed that even walking counts but kids aren’t even getting that. She believes schools play a key role in reversing this trend. André Lange replied
We should reactivate our school sport.
He explained that kids who are active not only stay agile but also perform better academically. André Lange added
In the end, some become competitive athletes and that’s something millions of people can celebrate.
Kati Wilhelm called for sport to be seen as a social necessity, not a luxury. Yet, many schools lack even basic PE classes. She said
Sport conveys values, discipline, will to perform, accepting defeat. These are things children need.
All three athletes were united in saying the solution isn’t complicated: it just needs leadership. Kati Wilhelm added
If it is wanted from above, then it will be relatively easy for us.
Their message is clear. Sport isn't just about medals, it's about health, discipline, confidence, and community. And without early access in schools, we risk losing the next generation before they even begin.
As the panel closed, the athletes were asked one final question: “Should Germany apply for the Olympic Games?” The response from all three athletes was immediate. “Yes,” they said in unison.
Tom Liebscher sees the Games not only as a competitive event but as a symbol that inspires younger athletes and signals national commitment. Kati Wilhelm agreed but emphasized the need for a clear, thoughtful concept. What’s missing is the push from the top that says sport matters not just to athletes, but to society. André Lange echoed that sentiment, reminding the audience that it’s not a side project but a national asset. He said
Sport is part of our constitution.
The athletes were hopeful but realistic. They understand the challenges, from budgets to politics, but they believe the time is right for Germany to take that step. Not just to host an event, but to reignite a national movement around sport.
Meet the people shaping tomorrow’s sports business. At SPORT BRAND MEDIA at ISPO 2025, you’ll explore new models of sponsorship, athlete marketing and youth development while connecting with leading voices from media, brands, sponsors, and athletes. The conference will take place on 01 and 02 DEC.
Big wave surfer, speaker, and researcher Lena Kemna moves between elite sports, social media, and academic consulting and always comes back to one key: purpose. In this interview, she shares what businesses can learn from athletes, why authenticity matters more than anything, and how she chooses her brand partners.
She will be one of the inspiring voices at the ISPO Creator Summit, taking place during ISPO 2025 from NOV. 30 - DEC. 02, where athletes, creators, and industry leaders will explore how sport and storytelling shape the future of the industry. Don't miss it!
Lena Kemna: Of course, preparing for something like surfing big waves involves physical, mental, and emotional training. Physically, I focus a lot on strength work and apnea training. But what mattered most to me this season was reminding myself that I’m really just building on the foundation of the past ten years. And something people often underestimate: rest and recovery are just as important as training. For every day I surf, I take at least one, sometimes even two, full days of rest.
There was never a single moment when I truly wanted to give up or felt on the verge of quitting. But there were many challenging days. I always say there wasn’t a day when I threw up from exhaustion or cried because it was too hard. Yet every single session came close to that. What helped me push through was reminding myself that this is what I want to do. Of course, there’s chaos and confusion at times, but in the end, I love surfing and especially surfing big waves, with all my heart. In those moments, I remind myself that I’m here because I want to be here.
When I think about moments when I reached my limits, two challenges stand out. The first was financial. Surfing at this level requires a lot of resources, and I wasn’t just the surfer, I was also the main organizer of everything, which was incredibly demanding. The second was the chaos in the lineup at Nazaré. There are jet skis everywhere, people shouting and swearing, it’s loud, hectic, and completely different from my own nature. I’m calm and organized by temperament, so protecting my surfing and my mindset in that environment was a real challenge.
As for advice to young athletes about fear and becoming braver, my perspective might be a bit different from what most people expect: I don’t believe you always have to overcome fear. If you enjoy surfing small waves in the sunshine, that’s perfectly fine. Not everyone needs to push themselves into surfing bigger waves. For me, I’ve always loved riding big waves in stormy conditions, but that’s my personal passion. If someone does want to challenge themselves, there are plenty of ways to train both physically and mentally. Still, I believe the most important step is to begin with what you genuinely enjoy. And instead of “stepping out” of your comfort zone, I think it’s far more powerful to grow it gradually.
Do you want to discover more inspiring stories?
Then don’t miss your chance to meet internationally renowned creators live at the ISPO Creator Summit, where you can ask them anything in our curated live talks.
For me personally, what is most important in sports, which I also take to the business world, is that I always remember my purpose. Because if you know exactly why you're doing something, it's very easy to just follow it and to withstand all the hardships and all the difficulties that you face, especially as a woman in the surf world, in the big wave world, and also in the business world.
It's very easy to be discouraged and to be intimidated, so for me, the most important thing is to follow my purpose. In my surfing, the way I translate my purpose is that I'm very protective of it. For example, I try to shield myself from very negative experiences, which can be traumatic experiences in the ocean, but it can also be people who are negative influences. That way, I protect my surfing.
Another way I deal with pressure and setbacks is by giving myself enough rest. I need time off in order to have time on, I need recovery to be able to perform. And especially in big wave surfing, the most important is trust. It's a team effort, and this is something that I also take to the business world: to really have your people that you can trust and rely on blindly. For me, this is one of the most important things to succeed.
I'm very lucky that amazing brands reach out to me, especially from the outdoor scene. But I think more interestingly is which brands I do not collaborate with. For me, the highest-paid collaborations were actually the ones that I refused because they simply don't align with my values.
It can be brand values, it can be the product, which I simply don't use. Or for me personally, it's also very important to connect with the team behind the brand. How do the people treat me? Do they respect me? Do they trust me? In that relationship, I always try to give the same back. So I'm usually in very close contact with the team behind the brand, and I also treat them with the same respect I expect.
I always say I'm not a personal brand, I'm not an influencer, I'm not a content creator. I'm an athlete, and I'm a person, and all the other things come after that.
Of course, the brands I work with are extremely important, because in the end, they're the ones financing this. Especially my film LENA, it was fully brand-sponsored. That’s why I value partnerships so highly, they make it possible for me to keep competing as an athlete, to focus on surfing first, and to realise projects like my film.
For me, authenticity is the only way. Especially as a consumer and someone on Instagram, I’m tired of seeing nothing but highlight reels. I don’t want to see only pro athletes succeeding and presenting a perfect world, that’s never the story I wanted to tell. With LENA, I wanted to share something different: the story of being a beginner in big wave surfing. Since making the film, a lot has changed, I’ve competed in my first big wave competition and my life looks quite different now, but I still think it’s very special to tell the story of what it means to start out as a beginner.
When it comes to collaborating with companies, I believe the most successful partnerships are built on freedom and trust. The best relationships are those where I can decide what content to create, where there’s a genuine level of trust, and where the work extends into a long-term collaboration.
What is really important to me is that I get to tell my story. It's not about just creating the perfect content. It's really about telling my story authentically and working with partners who respect that and support that.
I think being authentic is the only way. Because if you're not authentic, people will see it immediately. They will feel it, they will notice it. And especially in the surf community and the outdoor community, credibility is everything. If you're not authentic, people will not believe you, and they will not support you.
I come from two very different worlds: extreme sports and the business world, particularly consulting, where, as a woman, you’re often in the minority. It’s been incredibly exciting to bring these two worlds together. In most cases, I’m the only person bridging them. I don’t know another big wave surfer with a business background, and I don’t know many business professionals who are also big wave surfers.
I see a lot of parallels between the two, like managing stress and handling intimidating situations. Personally, I benefit greatly from being immersed in both worlds, and it’s been really rewarding to share that experience with others. When people ask me what lessons I take from one world to the other, I always say: no board of directors will ever be as intimidating as being chased by a 20-foot wave, and nothing is scarier than navigating the locals at a surf spot.
For me, combining these worlds has been incredibly enriching. Both my surfing and my skills as a business professional have grown from it, and I’ve truly enjoyed sharing that perspective with the world.
I’m really excited to be part of ISPO. My “plan A” has always been surfing, being a big wave surfer. But I also have a “plan B.” I come from a background in marketing, consulting, and academia, and in many ways that plan B is much stronger than my plan A. Lately, I’ve felt these two worlds merging more and more, and I’m thrilled to share that with a wider audience.
I like to think that everyone should take away the message that speaks to them personally. For some, it might be to surf more or simply spend more time outdoors. For others, it might be the realisation that it’s possible to achieve extreme things as an ordinary person. I’m living proof: I’m a woman, I’m small, I don’t have huge muscles, and yet, through consistency, persistence, and following my purpose, I’ve been able to reach things I wouldn´t have dreamed of ten years ago.
Lena Kemna’s journey shows how closely sport, storytelling, and strategy are connected and why purpose and authenticity remain non-negotiable. Her perspective will be part of the dialogue at the ISPO Creator Summit at ISPO 2025 (NOV. 30 – DEC. 02, 2025), where athletes, creators, brands, and retailers come together to share insights, strengthen connections, and shape the future of sport.
You are a creator and want to share your story?
Discover how the ISPO Creator Summit can help you present your story to a global audience and inspire others.
ISPO 2025 is approaching and with it, one of the most relevant international gatherings for the global sports business. But what makes the trade fair a must for retailers? We spoke to industry insiders, and the message was loud and clear.
Sports retail is evolving rapidly, just like its consumers. New target groups, emerging brands, rising demand for sustainability and constant technological advances are reshaping the playing field. In such a fast-moving environment, staying competitive means staying informed, inspired, and connected.
Whether on the field, in the hall, or behind the scenes, Success in sports depends on cooperation. Retail is also a people business, and nothing can replace direct contact when developing new ideas, evaluating trends, or overcoming new challenges.
Those who recognize what will be in demand tomorrow early on gain a clear competitive advantage. At ISPO 2025, retailers will experience new products firsthand. This allows them to classify innovations, new materials, and technological and sustainable developments early on and integrate them into their product planning. Direct exchange will also give retailers a better sense of consumers' near-future needs and expectations.
A trade show presentation is not only about showcasing new products, but also about presenting the entire brand. Trade show appearances provide inspiration for store design solutions and modern point-of-sale (POS) concepts. Retailers can find fresh ideas for designing sales areas, including innovative store design and presentation solutions and effective digital signage. Those who want to learn how to create real added value through a customer-centric shopping experience and stand out from the competition will find practical examples at ISPO.
Find out now how ISPO 2025 supports you and your business: with concrete orientation, network building and business opportunities.
Retailers face numerous current issues that require in-depth knowledge and guidance, such as artificial intelligence, new legal requirements, and innovative approaches to customer loyalty. Through a curated program of specialist presentations, panels, and workshops, retailers can gain relevant insights into current industry topics. As at previous events, sustainability will be a key focus.
The ISPO Retail Club offers a retail-specific conference program providing best practices, insights, and forward-looking store concepts for practical application.
For retailers, visiting ISPO 2025 means concentrated business at the highest level. The free Retail Club offers retailers opportunities to exchange ideas with industry experts and real best practices. In addition, members benefit from a VIP treatment, including a free ticket, access to the exclusive Retail Club Lounge and year-round access to exclusive market insights. Register now for the Retail Club and discover the latest trends. From 30. NOV. - 02. DEZ. in Munich - be there!