Marker Dalbello Völkl has embarked on a rebranding exercise, forming the MDV Sports group. The changeover is meant to underscore the ties and the increasingly tight partnership between the three winter sports equipment brands in terms of research, production, sales and marketing. Marker, Dalbello and Völkl will continue to cultivate their own identity and to operate independently, but the rebranding at group level is meant to highlight their shared strategic and design orientation. While each of the brand has an updated logo, the group itself has its own logo and corporate identity, which will be consistently used across all product groups. The MDV Sports brand will be presented to the trade at the SIA show in Denver and at the Ispo Munich fair – along with the Gripwalk system, which has come out of the partnership. The MDV Sports brand will also be promoted in internal communications, for example through a group newsletter. “Together we are one spirit” is the mission statement adopted by MDV Sports. The entire rebranding process is to be completed with the relaunch of the websites for the three brands in the spring of 2017. The rebranding comes after Newell Brands announced in October that it wanted to divest the winter sporting goods business it acquired through the merger between Jarden Corp. and Newell Rubbermaid. Faced with concerns at Völkl, the company subsequently had to clarify that it would keep K2 as well as Marker, Dalbello and Völkl if it was unable to find suitable buyers for them.

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