Susa Schreiner
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.
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.
Case StudyOnitsuka Tiger: A masterclass in strategic growth and brand evolution
Onitsuka Tiger’s leap from heritage sports label to luxury lifestyle powerhouse shows how brand focus and DTC strategy drive global growth.
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.
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.
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.
ArticleUncertain times: 'Radical acceptance' as management task
In this interview with a renowned professor, we explore what the sporting goods industry can learn from extreme athletes in crises.
ArticleTecnica reacts to the Trump tariffs
“The current context we operate in is characterized by high geopolitical uncertainties and highly volatile markets,” Alberto Zanatta, tells SGI Europe.
ArticleNearshoring of a low-price product – Arena’s swimming goggle case
We investigate how long it takes to move an entire production line back to Europe.
Case StudyFitness company Gymshark: From online pure-play to omnichannel success
This is how Ben Francis became a billionaire with a niche brand.
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.
C-Suite InterviewIrina Andorfer, Sport 2000 Austria: "As a retailer, I have to earn my USP"
Irina Andorfer talks about the transformation of Sport 2000 Austria and explains why listening and understanding are not enough for her first 100 days as CEO of Sport 2000 Austria.
ArticleThe retail model of the future: From provider to ‘life enricher’
Retail expert Frank Rehme on the future of brick-and-mortar sports retail, what it has to do with Thermomix, why salespeople should become life enrichers and the role of gamification in stores.
ArticleA look at sports retail’s future in the German-speaking region
The five drivers shaping the future of sports retail are: hybrid distribution, outdoor (sports) tourism, personalization, expert knowledge and health. Or so our reporter Susa Schreiner has found speaking to several experts and data-mining various statistics.
ArticleThe retail model of the future: From provider to ‘life enricher’
Retail expert Frank Rehme on the future of brick-and-mortar sports retail, what it has to do with Thermomix, why salespeople should become life enrichers and the role of gamification in stores.
