Challenge and task.

From orthopaedic supplies to sporting goods. Market leader in medical aids seeks success on a new playing field and in future wishes to focus on healthy, performance-oriented athletes in lieu of patients as a target group. Development of a communication and sales strategy for the global market launch of a new range of sports products.

Approach.

Negotiations and conclusion of various partnership agreements in sport: Dirk Nowitzki (global brand ambassador), German Athletics Association, Hahner twins and others. Initiation of strategic partnerships in sports retailing (SPORT 2000, Intersport) accompanied by integrated campaigns with ATL/BTL/POS communication, PR, online and event marketing.

Success.

Attention-grabbing presence of the new product line in German sports retailing, successful online market launch in the USA and China with strong growth in sales already in the first year.