Beginning with the 2023 summer season, Sport 2000 International’s new Witeblaze brand of durable, versatile products is set to replace all of Sport 2000’s current private label brands, according to the company’s Internet blog. This is the company’s response to the social trend of “buy less, buy better.”
“Often, high-quality, durable sports equipment that can be used for many different sports is the better solution,” comments Verena Isabel Schledorn, senior category manager for outdoor & winter sports/textiles, who was instrumental in the development of Witeblaze right from the start. Many arguments favor this approach: multi-use products bundle and conserve resources, offer added value in sales and are also convenient for consumers.
According to Sport 2000, an interdisciplinary team of experts from Austria and Germany developed the new brand over the past two years. The name is made up of “W(h)ite” and “Blaze.” “While ‘W(h)ite’ picks up on aspects such as easygoing, a fresh start and clarity, ‘Blaze’ complements the emotional, passionate side of sports enthusiasts and stands for power, willpower and the flame that burns in all athletes,” says Schledorn. “Witeblaze is about feelings of freedom, passion, enthusiasm and inner balance triggered by sports.”
The new brand unites all currently relevant sports under one roof. It offers a 360-degree approach of equipment, footwear and textiles for outdoor, walking, running, trail running, beach, biking, winter sports, fitness, yoga, recovery, sport style, leisure, racket, climbing, fun wheel, travel, camping and more. “The products focus on simplicity, low weight, a clean and timeless design language, without compromising quality and performance. In doing so, we create awareness among sports enthusiasts to apply Witeblaze products cross-over as well,” says Schledorn. Product development focuses on current market conditions, socially relevant issues such as environmental awareness, and especially athletic performance. All products are developed together with athletes, high-quality and long-lasting, following the motto “less is more,” and suitable for multiple sports.
The aim of introducing the new – and only – private label is to further sharpen the positioning of the international sports retail group and increase the brand visibility of Sport 2000 across countries. The company said that the new Witeblaze brand is the next major step toward “One Sport 2000” on an international level.
