Short-term trends characterize the sports market, even if they do not always promise long-term success. Learn from the examples of kybun and Joya how brands can strengthen their identity worldwide through a clear marketing strategy and a unique product experience. In an environment of constant change, they consistently focus on their roots and authenticity and prove that brands can secure their long-term success through consistency and credibility. But how exactly can authentic branding be best implemented in a global market landscape?
kybun and Joya will present their innovative products to an international audience at ISPO 2025 in Munich. Discover the latest trends in the sports industry and be inspired by globally successful brands. Be there - from 30 NOV.- 02 DEC. in Munich.
Then subscribe to our free Sportsbusiness newsletter now and stay one step ahead.
Then don't miss the opportunity to visit kybun and Joya and other international brands at ISPO 2025 in Munich.
kybun and Joya know what is important in today's sports industry: authenticity, clear values and courageous decisions as a brand strategy lead to strong, global brand loyalty.
ISPO 2025, as the flagship event of the global sports industry, calls for courage. With curated theme areas and international attention, ISPO offers the ideal platform to discover new trends and present innovative solutions to an international audience. Gain strategic orientation with the help of practice-oriented examples such as kybun and Joya and learn how innovative solutions can be integrated into existing marketing strategies. Don't miss it - from 30. NOV. - 02. DEZ. in Munich.
What happens when a finance and fitness expert takes the helm of one of Norway’s most storied outdoor brands? After just over a year as CEO of Bergans, Silje Garberg Ree is not only navigating global challenges but also steering the brand with clarity and passion. In this interview, Ree shares the things that surprised her most about the outdoor industry and explains why Bergans' historic heritage makes the brand future-proof. She also opens up about bias in the boardroom, the power of friluftsliv and why purposeful leadership is so important, even in times of uncertainity.
SIlje: What’s surprised me most is the emotional depth people have with outdoor brands, both customers and employees. In investment and fitness, the focus was more on hard data and performance metrics. However, in the outdoor world, brands like Bergans are personal. They’re an integral part of people’s identities and life stories. That kind of loyalty and passion is rare and incredibly powerful when you know how to tap into it.
Innovation has been strong in materials and sustainability, but too traditional in how products are conceived. Many brands still design for extreme use, while people today want gear that’s versatile, comfortable and stylish. Something that fits into everyday life. The blending of outdoor, athleisure, and lifestyle is a huge opportunity, and the outdoor industry is only just starting to catch up. At Bergans, we define innovation as solving real needs: rethinking categories, staying true to ourselves, and adapting to how people live now.
It’s the sense of purpose. We’re not just selling gear. We’re helping people connect with nature, with themselves, and with others. That alignment between business and values like sustainability and long-term thinking makes the work meaningful, and attracts people who genuinely care. That’s rare and incredibly motivating.
There’s real potential in making outdoor gear more relevant in daily life, not just for big adventures. And there’s a huge opportunity in connecting emotionally with younger generations through storytelling, purpose, and inclusivity. The brands that do that well will lead the next decade.
Bergans already has what most brands spend decades trying to build: strong heritage, a loyal community, and a clear purpose rooted in nature and sustainability. We’re not starting from scratch. We’re building on over a century of credibility and trust. These aren’t just soft values, they translate into brand equity and long-term customer loyalty, which are incredibly hard to replicate.
At the same time, we’re not stuck in the past. We’re sharpening our positioning, investing in innovation, becoming more data- and customer-driven. And it's working! We’re already seeing stronger brand engagement, better ROI, and growth in key channels.
The outdoor market is consolidating around fewer, stronger brands. With the right strategic choices and focused execution, Bergans has everything it takes to be one of them and I’m confident in the team we’re building to get us there.
Then subscribe to our free newsletter for your competitive advantage.
On International Women's Day, you posted a powerful message on LinkedIn. You wrote, “True equality means challenging the status quo, calling out bias, and making sure everyone gets the space to thrive.” What is the biggest bias in our industry and how can we overcome it?
One of the biggest biases in our industry is who we still see, consciously or not, as the default outdoor leader or expert. Despite progress, leadership roles and boardrooms are still dominated by men, even though women are a growing force in both outdoor participation and purchasing power. This isn’t just a representation issue. It affects which voices shape strategy, which products get made, and how inclusive the industry really is.
To overcome it, we need to be intentional: set clear diversity goals, build stronger pipelines for women in leadership, and make sure decisions are informed by a wider range of perspectives. At Bergans, we’ve made this a leadership priority because equality isn’t a campaign, it’s a business imperative.
Don’t wait for permission. Speak up, step forward, and take space. Even when you’re the only woman in the room. The sports industry, like many others, still has a long way to go in putting women in decision-making roles. But change doesn’t happen by waiting: it happens by showing up with clarity, courage, and competence.
Find allies, lift others as you rise, and don’t underestimate the value of your perspective. The industry needs more diversity not just because it’s fair but because it makes the business better.
Geopolitical tensions, new US tariffs and stricter export/import regulations are putting companies under pressure. How do such macroeconomic factors influence your strategic decisions as CEO of Bergans?
These shifts force us to stay agile. At Bergans, we continuously evaluate and adapt our sourcing and production footprint to reduce risk and increase flexibility. We’re also investing in supply chain efficiency and strong, long-term supplier relationships. But more than logistics, these challenges reinforce the value of trust and clarity. Brands with a strong purpose and connection to their customers are more resilient in times like these.
Friluftsliv is the soul of Bergans. It’s about simplicity, connection, and well-being, not just performance. As a leadership culture, it means creating space for balance and purpose. In product development, it means designing gear that invites more people into nature: families, beginners, and everyday explorers. Because Friluftsliv is about access, not extremes.
We’re guided by values that have been core to Bergans for over a century: protecting nature, building durable products, and making the outdoors accessible. These aren’t political, they’re principles. Gen Z and Gen Alpha want authenticity and action. We stay focused on what we stand for, and we communicate it clearly and respectfully. When you lead with consistency and care, people respond. Even in a polarized world.
Leading through constant uncertainty, making decisions without full visibilit, has been the biggest challenge. The key lesson? Don’t freeze. Use your judgment, act with clarity, and communicate openly. Progress beats perfection and momentum builds trust.
As CEO of Bergans Silje Garberg Ree highlighted, the sports industry is faced with numerous challenges, making it difficult to stay aligned and find effective solutions. ISPO 2025 offers a holistic view of the sport, providing brands with strategic direction and practical insights from global industry experts. As the flagship event of the global sports business, it provides an unparalleled opportunity for industry awareness and strategic guidance. With curated thematic sections, a worldwide audience, and high visibility, ISPO serves as the ideal platform for discovering new trends right when the market demands them. Don't miss out - from 30. NOV. - 02. DEC. in Munich.
Natural woman, fan favorite, gold guarantor: Laura Dahlmeier, one of the most successful biathletes in the world, won two gold medals and one bronze at the 2018 Winter Olympics in Pyeongchang. With seven world championship titles and one overall World Cup victory, she left her mark on the biathlon world. After retiring, she devoted herself to mountain sports before tragically dying in a mountain accident in the Karakoram mountains on July 28, 2025. Her legacy as an athlete and her presence with sponsors and on social media will be remembered.
Dahlmeier earned around 300,000 euros in prize money from World Cup and World Championship successes in the 2016/2017 season. Her estimated total annual income is around one million euros. Dahlmeier received 20,000 euros for each of her Olympic gold medals. Her sponsors are likely to generate far more Olympic income thanks to success bonuses.
Through her consistently high earnings from prize money, sponsorship deals, and media appearances, she was able to build up a considerable fortune over the years. Experts estimate her total wealth to be in the high seven-figure range, with potential to reach the billion mark through long-term investments and brand partnerships.
Exceptional athlete Laura Dahlmeier was one of the most successful biathletes. She won two gold and one bronze medal at the Olympic Games in Pyeongchang 2018, she was overall World Cup champion once and world champion seven times in the biathlon.
In May 2019, she announced the end of her career. "It's time to say goodbye," she begins her farewell post on her website. "I have given it a lot of thought and have now come to the final decision that I am ending my biathlon career. My decision is really not an easy one and my final decision has been allowed to mature for some time now. But I realize that now is the right time for me."
She went on to write: "Today I'm at the point where I don't know what exactly I should aim for, let alone whether I could even succeed again. This feeling alone shows me that I am no longer one hundred percent convinced that I want to pursue biathlon at the absolute top level. My parents told me: "Do something completely or not at all!"
"I think there is so much more to life than just competitive sport. And I'm now ready to start a new chapter. I'm looking forward to the time ahead, new perspectives, challenges and lots of experiences around the globe."
Dahlmeier also posted emotional words on social media.
Laura Dahlmeier has won two Olympic gold medals and once won the overall biathlon World Cup. But in the 2018/19 World Cup season, she first had to take a step back: Six weeks before the start of the biathlon World Cup season, she had to take a forced break for health reasons. "At the moment, I just don't feel like I need to in order to be able to train professionally. I just have to listen to my body and - as they say - let the air in," said Dahlmeier.
Laura Dahlmeier caused a sensation at the start of 2018. She won gold in the very first race at the Winter Olympics in Pyeongchang. Dahlmeier won the 7.5-kilometre sprint ahead of Marte Olsbu (Norway) and Veroinjka Vitkova (Czech Republic).
It is the first Olympic gold and therefore the greatest success in the career of the seven-time world champion in the biathlon. But it got even better: in the second race - the pursuit - she went one better and took her second Olympic victory. Anastasiya Kuzmina from Slovakia came second ahead of Anais Bescond from France, who took bronze.
In the individual race over 15 kilometers, it was enough for bronze, behind Sweden's Hanna Öberg and Kuzmina.
It's no wonder that Dahlmeier's medal races further boosted the already popular biathlon in the eyes of TV viewers: three of the ten most-watched Olympic competitions on public television were races in which Dahlmeier competed.
These Olympic medals also made Laura Dahlmeier, who has long since followed in the footsteps of biathlon legend Magdalena Neuner, interesting for sponsors once again. The homepage of the 31-year-old from SC Partenkirchen was already well stocked with "partners": a total of 18 sponsors are listed there, including Adidas, Fischer Ski, Scott and Viessmann (list below).
Before departing for South Korea, however, it also became clear that Dahlmeier is not only focused on biathlon:
"For me, there are other things in life besides biathlon. I would really like to go on a trip around the world for several months. Without appointments and training plans. Just letting yourself drift, without feeling guilty about missing your pole training," she said in an interview with "Sport Bild" shortly before setting off for Pyeongchang.
"I was already aware before the start of the season that the five gold medals from the 2017 World Championships in Hochfilzen were a one-off story," Dahlmeier continued. "There may never be anything like it again."
Laura Dahlmeier announced early on that she would not continue her biathlon career forever. "In any case, I can't imagine doing biathlon forever. I certainly won't be doing it for as long as Mr. Björndalen, who is still celebrating success at over 40," she once said. Her decision to retire from competitive sport in 2019 was therefore not a surprise move, but a conscious transition to new life goals. "After all, we only have this one life," she explained.
After her retirement, Dahlmeier fulfilled a long-cherished dream: she traveled to South America and climbed the 5947-meter-high Alpamayo in the Andes. "I'm looking for a certain challenge in life. Just going on a beach vacation would be too boring for me," she said about her trip. The mountain was an enormous challenge, but also a source of strength: "Of course, the risk is higher on the mountain. But it gives me a lot of strength."
Despite her sporting success, Dahlmeier always remained down-to-earth. For a long time, she lived in an apartment in her parents' house, as she considered her family to be an important support in her life. Nature and the mountains were just as important to her as her family and her sporting success.
After the end of her career, Dahlmeier largely withdrew from the public eye, but her love of mountain sports remained unbroken. She completed her training as a state-certified mountain and ski guide and became involved as a member of the mountain rescue service. Mountain sports remained a central part of her life.
German biathlete Laura Dahlmeier died on July 28, 2025 in a serious mountain accident on Laila Peak in the Karakoram Mountains (Pakistan). The 31-year-old, who dedicated herself to alpine mountaineering after the end of her biathlon career, was hit by a falling rock on her last tour and succumbed to her serious injuries. However, we will always remember her passion for mountain sports and her tireless drive for new challenges.
Achievements:
Seven-time world champion (she recently won five out of six possible gold medals at the 2017 World Championships in Hochfilzen), reigning overall World Cup winner.
First Olympic gold at the 2018 Winter Games in the 7.5-kilometer sprint.
In 2017, she was crowned the most successful biathlete in history at a World Championship, won the most World Championship medals in a row and became the most successful German female skier in World Championship history.
Instagram: over 258,000 followers
Facebook: over 187,000 followers
Dahlmeier was a real star with her fans on Facebook and Instagram - even if she didn't reveal much about her private life. She particularly loved nature and showed this time and again with posts of impressive landscape shots.
Sometimes the down-to-earth woman also revealed a little bit more about her private life - for example, what she likes to eat.
Fischer (skis), Viessmann (head sponsor), DKB, Adidas, Kornspitz, Joka, AOK, Oneway, Osprey, Petzl, Scott, Sponser Sportfood, DKB, Zoll-Skiteam, Initiative Oberland, Bergwacht Bayern and others.
Do you have a great product idea but no idea how to fund it? This is the case for many startups in the sports and outdoor industry. US brand Peak Design and Hong Kong startup Graphene-X use their own Kickstarter experiences to explain how crowdfunding works and how they use it.
As the international flagship event of the global sports industry, ISPO 2025 is the ideal opportunity for start-ups to present their ideas to investors, increase their media reach and make contacts. With the ISPO Brandnew Award, your brand will receive an international seal of quality that represents innovation and quality in the sports industry. Be there - from 30. NOV. - 02. DEC. in Munich.
Crowdfunding is the pre-financing of products or projects by groups of private individuals, for example via international Internet platforms such as Kickstarter.com. But crowdfunding is not a new idea. In fact, it had its heyday about ten to fifteen years ago, when numerous media outlets reported on spectacular crowdfunding campaigns that pre-funded movies, video games, VR glasses, and much more, making them possible in the first place.
The fact that we hear less about these campaigns today does not mean that they have lost their relevance. Quite the contrary. Peak Design and Graphene-X, two companies that started crowdfunding at very different times, continue to run such campaigns on Kickstarter and have made them an integral and ongoing part of their product launches. Peak Design just completed its 14th Kickstarter campaign in April, it’s most successful to date, raising 13 million US dollars to launch its new trolley category. More than 23,000 backers (that's what Kickstarter calls buyers) ordered the product. Graphene-X, based in Hong Kong, started in 2019 and runs a new campaign twice a year. The latest campaign for a modular ThermAdapt GX-Merino heated jacket just launched. Last year, Graphene-X won the ISPO Award 2024 for its Aerograph Puffer Jacket, which was launched on Kickstarter just a few weeks before.
San Francisco-based Peak Design is one of the best-known Kickstarter brands in the sporting goods industry, specializing in camera and travel bags. Founder Peter Dering launched his first campaign on Kickstarter in 2011 to pre-fund the production of the Capture Camera Clip, a clip for attaching cameras to backpack straps or belts. His motivation: Dering is a passionate photographer himself and always missed having a way to quickly store his camera and have both hands free when traveling. The campaign raised 360,000 US dollars in one fell swoop. Lorenzo Saibene, Wholesale Marketing Manager of Peak Design says
That was a groundbreaking amount of money at the time, and it was truly the catalyst that launched Peak Design.
The story of Hong Kong's Graphene-X also began when founder Jorge Barros wanted to develop products that did not yet exist: highly functional everyday clothing made from high-tech fabrics with integrated graphene, which gives the fabrics exceptional hydrophobic, antibacterial and heat-conducting properties. The success of his first campaign in 2019 was sensational:
Within 30 days, we raised about half a million US dollars through pre-sales of the jackets That was the moment where we thought: Okay, there's a market for this idea. There are about 2,000 people from 80 countries around the world who are willing to give us their money six months in advance.
When asked how the ISPO Award has impacted sales, Barros replies:
I think our product that won the ISPO Award was so successful mainly because of the award. It brought us a lot of attention in December. In fact, December was one of the strongest months in the company's history in terms of sales.
There is hardly any other tool that provides such quick feedback on whether or not a product idea will find buyers. Without having to invest money in production, setting up a web shop, a sales team or a dealer network. You don't even have to develop an entire collection right away, as long as the product is unique enough. Barros explains
'You're not taking a big risk if you don't know if the product fits the market or not. That's critical for startups.
It also enables demand-driven production and minimizes overproduction.
But financial support is not just important for startups. Peak Design is now well-established. It has loyal customers and many different distribution channels. Why does Peak still need to crowdfund? Saibene answers:
We get asked that question a lot. At its core, our partnership with Kickstarter has enabled us to maintain our independence as a company to this day. This, in short, has allowed us to make the products we want to make and run the company we want to run, and we have crowdfunding to thank for it.
The Kickstarter platform averages about 28 million visitors per month, attracting people who are interested in new ideas and looking for something out of the ordinary. Saibene explains:
'IIt's all about innovation and the ability to narrate it. Backers are hungry for what makes it special and genuinely innovative.
That's why Peak Design only launches significant innovations on Kickstarter, and normally not updates of existing products. Recent examples include Motorcycle Phone Mounts - the first in the category with fast wireless charging, a new outdoor line that earned Peak the ISPO Award 2024, and the recent entry into the travel luggage space with a trolley suitcase collection.
Interestingly, Graphene-X has many customers in Cupertino, Apple's Silicon Valley headquarters. But even though its backers tend to be tech-savvy, that doesn't necessarily mean they want to be won over with classic tech-speak. In the beginning, Graphene-X explained its products in very technical terms. When they talked about water resistance or abrasion resistance, they referred to the results of standard tests. Barros: "The problem is that no one understands what the Martindale test is. So I realized that it's better to rub our pants or jackets on a sharp rock and then say, 'Hey, look, this is what the pants and jackets look like after this procedure.”
Backers are not average customers who are just looking for a new jacket. Barros clarifies:
Backers want to be informed and involved in decisions.
That's why he likes to work with pre-launches before starting Kickstarter campaigns to showcase prototypes and gather feedback from the Kickstarter community.
In 99 percent of the cases where we've launched something on Kickstarter, the product ended up being better than our original approach. Why? Because thousands of eyes looked at the product and made suggestions for improvement. No team, no matter how talented, can beat the feedback of thousands of paying users of a product.
For example, when Barros was designing a pair of men's underwear, he relied entirely on feedback from backers
But even after campaigns are over, communication with customers continues. Barros finds it very valuable to ask backers who have been using a product for a long time for feedback in order to develop and relaunch the product. As an incentive for their cooperation, Graphene-X offers a discount on orders of the new product.
In other words, as Saibene confirms:
Kickstarter creates a direct line to build authentic relationships with our community through comments, updates, and surveys.
Their most recent campaign in April generated over 1,500 comments.
These campaigns transform our entire company into active listeners. Everyone from design to marketing dives into customer feedback, absorbing every comment and survey response to make better products.
But crowdfunding also has its risks: anyone who helps a company finance the production of a product by buying it in advance is literally giving the company a vote of confidence. Trust is a very valuable commodity in this business. And anyone who Googles bad experiences with crowdfunding will quickly find examples of backers who have been disappointed. "Those people will never trust you again," Barros says. So, if you want to crowdfund your business, you have to deliver. This is a top priority for Barros and Saibene. It's not so dramatic if, for example, a delivery is delayed. The important thing is to make the effort to communicate openly and explain why. At Graphene-X, this communication with backers is very personal and takes place via email, which is why it remains the founder's job to this day. Barros: “This is the channel that I still manage 100 percent personally. I write every single email that goes out from the company to our supporters myself.”
Online platforms such as Kickstarter can help to find investors. Real-life encounters and direct exchange are also important. As the international flagship event of the global sports industry, ISPO 2025 offers start-ups the ideal opportunity to present their ideas to investors, make valuable contacts and gain media coverage. The Founders Fight Club also offers the chance to pitch innovations to a global audience and receive direct feedback. With the ISPO Brandnew Award, start-ups consolidate their credibility and market position in equal measure. Be there - from 30. NOV. - 02. DEC. in Munich.
To drive international expansion, Doubledeck Snowboards launched a Kickstarter campaign on June 15. What does the brand expect from this step? To what extent do such campaigns play a decisive role in the success of a company and what challenges need to be overcome?
Doubledeck Snowboards is once again registered for ISPO 2025 - discover the latest innovations in winter sports! From 30. NOV. - 02. DEC. in Munich.
Launching a Kickstarter campaign can be a strategically valuable decision for a brand for several reasons: Firstly, it offers an excellent opportunity to quickly increase the awareness and visibility of a new brand or product, present innovative ideas and products and thus position itself as a pioneer in an industry. Especially for start-ups or brands that want to launch innovative products on the market, Kickstarter is a valuable platform for directly addressing potential customers and building a loyal community.
On the other hand, Kickstarter offers a financing option without having to rely on traditional investors or bank loans. As a kind of pre-sale in which supporters financially back the brand, the platform helps to get production underway. This in turn minimizes financial risks and allows initial production runs to be started without large external investments. It also allows product demand to be tested in advance and constructive feedback to be incorporated into further development.
Doubledeck Managing Director Andreas Kramer explains:
'The idea behind the Kickstarter campaign is to draw international attention to our innovative snowboards via the effect of the community and to offer end consumers a special price via a limited number of units in order to bring the incomparable riding experience closer to snowboarders via this one-off special promotion.
In addition to the promising opportunities, there are also challenges that brands should consider before launching a Kickstarter campaign: One of the biggest hurdles is gaining enough attention and trust from potential backers. A strong, authentic story and a clear marketing strategy are therefore crucial to making the project a success.
The campaign also requires precise planning - from production to delivery. Delays or unexpected problems with delivery can quickly jeopardize the trust of supporters and affect the brand image in the long term. Brands therefore need to ensure that they have thought through the logistics to meet supporter expectations. After all, supporters expect regular updates and reliable delivery.
Many brands have already shown how Kickstarter campaigns can drive their success:
One example is Icebug, which launched a campaign for its "Outrun" trail running shoe in 2019. The prototype has already been named Outstanding Outdoor Winner in the trail running footwear category at OutDoor 2019. With over 212,683 SEK and 163 supporters, Icebug exceeded its original goal of 200,000 SEK. Today, the "Icebug Outrun" is a popular trail running shoe and is constantly being developed further.
Another impressive example comes from Difold. Despite initial setbacks, they believed in their "Origami Bottle", a foldable, sustainable drinking bottle. Their campaign raised 140,000 US dollars in just 30 days and delivered 6,500 bottles worldwide. Her follow-up product, the "Origami Cup", also significantly exceeded the target amount.
And Doubledeck's campaign is also developing very promisingly, as Andreas Kramer explains:
'The campaign got off to a very strong start - we have so far reached a community of several 100,000 people internationally. Many contacts have already been made and established behind the scenes during the first week of the campaign. The community is growing steadily and the popularity of the conversations taking place gives us hope for lasting success.
Doubledeck 's Kickstarter campaign is clearly structured and offers special benefits to early adopters. Interested parties can pre-register now without obligation to secure one of the Super-Early-Bird boards, which are limited to 150 units. These include an exclusive 30% discount on the final product. Pre-registration does not obligate you to purchase, but does give you access to special promotions, limited-time offers and background information on the creation of the boards.
In addition to the boards themselves, other rewards are also part of the campaign - including stylish hoodies, T-shirts and caps bearing the Doubledeck branding. Stretch goals are also planned: If the campaign reaches certain backer numbers or funding targets, additional products or features will be unlocked - for all backers. In this way, Doubledeck not only rewards early commitment, but also actively promotes the community spirit behind the campaign.
What makes the Doubledeck snowboards so special? The young, innovative snowboard brand combines three patented systems in one board for the first time:
The interaction of these technologies ensures
Doubledeck Snowboards won the ISPO Award back in 2022 - a strong sign of the start-up's innovative strength. Since then, the system has been consistently developed and optimized with professional input. Particularly noteworthy: snowboard legend Terje Håkonsen was actively involved in the development process. His decades of experience and deep understanding of riding behavior and performance were directly incorporated into the product design.
The feedback from the first test skiers has also been consistently positive. Many praise the improved carving behavior, which is significantly more precise and controlled thanks to the bow. Others emphasize the joint protection provided by the additional cushioning, especially on rough terrain. These testimonials underline the fact that Doubledeck is not only technically impressive, but also offers tangible benefits on and off the piste.
Doubledeck is not only technically innovative, but also sustainable. Thanks to the Let-to-Rent program, boards can be rented and used several times. After rental, the boards are reconditioned and then returned to the system or partially recycled (up to 75%). This makes Doubledeck the world's first fully circular snowboard.
Discover the innovations of Doubledeck Snowboards at ISPO 2025! Be there from 30. NOV. - 02. DEC. in Munich and experience the winter sports of the future up close.
Click here for the Kickstarter campaign from Doubledeck
Kickstarter campaigns offer many opportunities, especially for start-ups and brands that want to bring innovative products to market. They make it possible to quickly increase visibility, build a loyal community and minimize financial risks. However, there are also challenges that should not be underestimated. In particular, the need to gain trust and develop a well thought-out, authentic marketing strategy is a hurdle. Success stories such as those of Icebug and Difold show how Kickstarter can help a brand to succeed. It is no surprise that Doubledeck is also relying on a Kickstarter campaign to make its innovative snowboards accessible to a wider audience. Now it remains to be seen whether the campaign will be as successful as the success stories of other brands.