All Interviews articles
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ArticleColumbia’s bold brand relaunch: Connecting with new audiences while honoring Its roots
Columbia has completed a comprehensive brand relaunch featuring a humorous campaign approach that returns to the company’s 1980s roots while targeting younger consumers in an increasingly competitive outdoor market. In this interview, Romain Cancilleri-Michy, Senior Brand Marketing Manager Europe at Columbia, explains how the company and modern consumers understand outdoor today and how it is positioning itself for long-term growth in a highly competitive market.
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ArticleAtomic enters apparel market to expand long-term brand strategy
Austrian ski brand Atomic will enter the alpine apparel market in winter 2025/26, marking its largest portfolio expansion in decades as the company aims to build a comprehensive winter lifestyle brand beyond equipment.
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ArticleFESI: ‘Our members are committed to staying the course’
Secretary General Jérôme Pero explains how FESI works to turn EU sustainability and digital policies into workable solutions.
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ArticleRichard Kuchinsky: ‘A sustainable shoe must be a good shoe first, sustainable second’
Leading footwear designers reveal the complex trade-offs between sustainability and performance in running shoes.
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C-Suite InterviewMelissa Kaar: 'Regardless of race, gender identity, sexual orientation, ability – there is a place for everyone in sport'
Managing director Melissa Kaar discusses the adidas Foundation’s evolution from startup phase to independent entity, detailing challenges from bank accounts to building trust with grassroots partners using sport for social change.
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ArticleDecathlon and Rheon Labs in first, but not last, compression-collaboration
SGI Europe has spoken with the Development Director at Rheon to learn more about its collaboration with Decathlon.
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C-Suite InterviewIntersport CEO Foley highlights running boom, stresses local approach
Tom Foley says that running is Intersport’s standout category, while outdoor has not yet reached former levels.
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ArticleSneakersnstuff returns with former CEO: New owners have ‘long-term vision and commitment’
Following its bankruptcy in January 2025, classic sneaker retailer Sneakersnstuff (SNS), which three years ago had annual sales of €100 million, gained a new owner in German investment company Reziprok. The company contacted one of SNS’s founders, Erik Manzano Fagerlind (of Sweden), and asked if he wanted to return to the company he started with Peter Jansson in Stockholm in 1999. He did.
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ArticleHow sport can drive societal change in times of crisis – An interview with Marcel Aberle
The futurologist is convinced that the sports industry can drive forward the current transformation.
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C-Suite Interview"We’re thinking too small about sport"
Why sport needs a bigger stage: FESI’s Michael Nendwich on health policy, community power and the industry’s untapped potential.
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C-Suite InterviewFESI VP on the most disruptive AI tool for the sporting goods sector
FESI’s Michael Nendwich on AI, virtual try-ons and why tourism is a key growth driver for Europe’s sporting goods industry.
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C-Suite InterviewAsics EMEA CEO Unbehaun on the success story of running and how Asics benefits from it
Running is simple, accessible, and affordable, says Asics EMEA CEO Carsten Unbehaun. This is an important part of the truth. But why does Asics in particular achieve record sales year after year despite growing competition? Carsten Unbehaun, CEO Asics EMEA explains.
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ArticleWorldly explained, part 2: Supply chain knowledge is key
Worldly’s Chief Growth Officer explains the impact of the new political situation on sustainability efforts.
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C-Suite InterviewWorldly explained: The Higg Index, Cascale and measuring environmental impact on a product base
Worldly’s new Product Impact Calculator offers brands a way to accurately measure product-level Scope 3 emissions with primary supplier data, a step beyond spend-based tools and a key asset for sustainability reporting.
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ArticleJosee Larocque, Elevate Outdoor Collective: “Be proud and optimistic about that future!”
Josee Larocque has taken over the reins at Elevate Outdoor Collective in turbulent times - but is firmly convinced that the winter and outdoor sports market will recover.
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ArticleCan Elliot Hill ‘swoosh’ Nike back to the top and does the company have another Jordan in its portfolio?
In a recent interview with Fortune magazine, Nike CEO Elliot Hill had plenty of opportunity to talk about Nike’s fall and how he believes it is returning to the top. It all became a long talk of the need for innovation and new Nike icons.
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ArticleAsics President in interview: ‘Our sales will lift 50% to $6.4bn by 2030’
As Asics makes a final push toward its aim of leading the Japanese, US and European running-shoe markets this year, President Mitsuyuki Tominaga is looking further ahead to lift sales by 50 percent from last year to over 1 trillion yen ($6.4bn) by 2030.
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C-Suite InterviewCraft’s CEO: ‘In five years we will double our turnover to €350 million’
Swedish Craft has really good momentum. The company, which 25 years ago was best known for its blue and black underwear, now has a turnover of SEK 2 billion (€175m) and is a recognized brand in running, cross-country skiing and cycling. With CEO Stefan Persson at the helm, the goals are set high: in five years, turnover is expected to double.
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ArticleNemo: How customer centric design philosophy for meaningful action works
In an exclusive interview, NEMO Equipment shares how their customer-centric design philosophy fuels eco-conscious innovation in outdoor gear.
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C-Suite InterviewArena CEO Peter Graschi: “I am sure that swimming is becoming more and more popular”
We spoke to Peter Graschi about the importance of major sporting events, what this means for the marketing, his predictions for the future of swimming and his plans for sustainability.
