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SPORT 2000 International launches its multinational marketing campaign “Made for this”

Right on time for the 2018 winter season, SPORT 2000 International is launching its new “Made for this” marketing campaign which focuses on prestigious brand partners and the excellence of their winter sports products. The campaign, developed and implemented together with the six best-known Alpine brands - Atomic, Salomon, Nordica, Tecnica, Dalbello and Rossignol - is being rolled out in November 2018 in Germany, Austria, Italy and Switzerland.

The winter season is upon us, and very soon the snow-capped mountains will be filled with excited skiers and tour hikers. And having high-quality equipment - which can be relied on in all kinds of mountain weather - is a major factor in the safe enjoyment of winter sports. In their work, SPORT 2000 retailers focus on providing customers with the right brand selection and on customizing products according the customers' requirements and respective level of performance. The current SPORT 2000 International campaign also communicates this. “Within SPORT 2000’s markets in the DACH region and in Italy, the coming months will be all about winter sports. The idea behind SPORT 2000’s “Made for this" campaign is to communicate the winter sports expertise of our brand partners and of our SPORT 2000 retailers in these countries,” says Dieter Schott, Commercial Director of SPORT 2000 International, explaining the background to the campaign. He knows what winter sports enthusiasts expect from specialist sports retailers: “Alpine sports fans are mobile, modern and discerning. They therefore demand strong brands, expert advisory services and top-quality customer care. And these are precisely the aspects which are the focus of the campaign.”

Brands covering a wide range of winter sports products

Within SPORT 2000’s “Made for this” winter campaign, each of the six brands is dedicated to a separate winter sport sub-category. Atomic and Salomon focus on the topic of individual customization, under the slogan “Made to Fit”. Nordica and Dalbello are using the claims “Made for ski” and “Made for Grip” to present the latest theme of “Grip-Walk” technology to winter sports enthusiasts. Tecnica concentrates on the individual requirements of its customers, with its slogan “Made for your Shape”. And Rossignol, a resurgent racing sports brand, is confidently promoting its current World Cup racing skis under the slogan “Made for Racing Heroes”. The campaign and its images have been given a uniform format to support recognition. The diamond pattern that features throughout the campaign materials is reminiscent of Alpine danger signs.

Measures: a focus on online and social media

The first phase of the campaign will involve the rollout of relevant video content online and on social media channels. In selected countries like Germany and Austria, out-of-home advertising and internal POS/instore measures with retailers will also be used.

SPORT 2000 International

With 3,555 businesses in 25 countries, SPORT 2000 International is the second largest buying group of independent sports retailers in Europe. In 2017, the sports retail company generated a total revenue of EUR 3.818 billion.

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