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SPORT 2000 launches multifunctional brand WITEBLAZE

With the new WITEBLAZE brand, SPORT 2000 is responding to the social shift towards “buy less, buy better”. Starting in the 2023 summer season, WITEBLAZE will replace all previous SPORT 2000 own brands and is set to impress customers with a durable and versatile product range. The creation of SPORT 2000’s new brand WITEBLAZE is the next major step towards ONE SPORT 2000.

SPORT 2000’s aim is to reinforce the sports retail group’s position and boost the visibility of ONE SPORT 2000 internationally. “With WITEBLAZE, we’re taking the next major step in this direction. We are positioning ourselves in all participating SPORT 2000 countries with a new top brand and are ready to impress customers with durable, versatile and extremely stylish products,” says Margit Gosau, CEO of SPORT 2000 International and SPORT 2000 GmbH. Starting in the 2023 summer season, WITEBLAZE will replace all previous SPORT 2000 brands.

WITEBLAZE strengthens SPORT 2000 at international level
WITEBLAZE products focus on straightforwardness, lightness, and a clean and timeless design language without compromising on quality and performance. From yoga and workouts to cycling, in the city or in the mountains, in sunshine or rain: “WITEBLAZE brings together all currently relevant sports under one umbrella brand. The 360-degree approach consisting of equipment, footwear and clothing provides sportsmen and women with the right gear for different sports – irrespective of athletic performance, age or sex,” says Verena Schledorn, senior category manager for outdoor & winter sports/textiles at SPORT 2000 International, about the new brand’s extensive product range. She continues: “The products are understated, timeless, multifunctional and well-designed down to the last detail. When it comes to sustainability, we are committed to the long-term performance of the products.” High-quality, understated multi-use products reflect a very contemporary and sustainable way of thinking. The products pool and conserve resources, offer added value when sold and are also practical for consumers. “Sustainable consumption in line with the principle of ‘less is more’ has long been embedded in the consciousness of many customers,” adds Schledorn.

WITEBLAZE is a SPORT 2000 brand. Developed in cooperation with passionate athletes, WITEBLAZE offers an extensive product range for everyone at value-for-money prices. While “w(h)ite” conveys aspects such as lightheartedness, new beginnings and clarity, “blaze” complements the emotional and passionate side of athletes and stands for power, will and the fire that burns in all sports enthusiasts.

More information about WITEBLAZE is available at:

SPORT 2000 International
SPORT 2000 International is Europe’s second-largest trade organisation for independent sports retailers and has 3,556 stores in 25 countries. The sports retail company generated sales totalling EUR 5.3 billion in 2021.

Press Contact:
Katharina Brunnmayr | Mobil: +43 676 9505311


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