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WITEBLAZE: a living community brand

With the performance-oriented brand WITEBLAZE, SPORT 2000 will introduce a new, innovative brand concept to replace all previous brands of SPORT 2000. The diverse assortment has been available for sale in SPORT 2000 stores since the 2023 summer season, and impresses retailers and end consumers in equal measure. To start off the 2023/24 winter season, the WITEBLAZE showroom was opened in Mainhausen.

More and more people approach their purchasing decisions with the motto “less is more” – in the sports retail industry, as well. Buying less, keeping less in the wardrobe, and throwing away less, in exchange for higher quality, more performance, and more possible uses and combinations. WITEBLAZE offers this added value in the form of long-lasting, well-thought-out products in timelessly simple designs made for as many activities as possible. The SPORT stores distinguish themselves from their competitors with a 360° assortment for all relevant types of sports, which is supplemented by specialised expert products in the areas of shoes and equipment. Brick-and-mortar retailers especially benefit from an attractive and exclusive brand – “Such a unique selling point strengthens customer loyalty”, reports Ronny Morawa, Managing Director of the flagship store in Landsberg (Germany), who sees a promising path for the SPORT 2000 brand.

Lea & Lukas: WITEBLAZE models

WITEBLAZE: a trendsetter in sports retail
“Despite the challenging market environment with large inventories in retail, WITEBLAZE has already proven its success on the market after a short time. Now the focus is, above all, on making the presence of WITEBLAZE even stronger”, notes Dominik Solleder, Managing Director of SPORT 2000 GmbH. The first feedback and sales figures from SPORT 2000 retailers demonstrate that the look and feel is received just as well as the fair value-for-money relationship of textiles, shoes, and hardware with the WITEBLAZE label. “The colours of the individual collections complement each other very well. This is how we find the perfect combination for all customers”, reports Elisabeth Steger from SPORT 2000 Herzog in Neukirchen am Großvenediger (Austria). The retailer is impressed above all by the clean look, the high value workmanship, and the multifunctional nature of the items. “WITEBLAZE distinguishes itself from preexisting brands with its beautifully clear design. It complements rather than competing with our assortment”, notes Christian Döhla from the Pfersdorf shoe and sport shop in Hof (Germany). As a retailer, it is important to him that the pricing structure and the margins are a good fit, as is the case with WITEBLAZE, and he emphasises: “You can feel the value that WITEBLAZE has at SPORT 2000. The communication and teamwork with us retailers is excellent.”

A living community brand
Social trends and the influence of sport communities influence the further development of our brand and our products. “Feedback from retailers, athletes, and experts has significantly contributed to strengthening the market position of WITEBLAZE”, says Solleder. Authentic brand ambassadors present the multi-usage products from WITEBLAZE on their social media channels, in particular. This speaks especially well to the needs of a growing number of active athletes who play their favourite sports inside as well as outside, and are also looking to try something new. By doing so, they want to be able to rely on equipment that is applicable in a crossover capacity and continues to fit and perform well for several years. “WITEBLAZE shares this pragmatic approach oriented towards sustainability. For our specialist retailers, this concept is forward-looking”, Gosau notes confidently.

Nica Seitz – Brand Ambassador WITEBLAZE

A showroom and a brand manager for WITEBLAZE
Since September 2023, the new WITEBLAZE Brand Manager Markus Xyländer has acted as the interface between all commercial functions, the SPORT 2000 national organisations, and the product and design teams. “With his long-standing industry experience and his expertise in retail and customer experience, Markus Xyländer will promote the international brand presence of WITEBLAZE”, reports CEO Margit Gosau happily about the international reinforcement. The new showroom in Mainhausen was also opened in autumn 2023. The complete brand world of WITEBLAZE will be presented for the first time on a floor space of 160 m2. Retailers and partners can get an idea of the complete assortment, test the materials themselves, exchange ideas in person with the people behind the products, and also learn more through meetings and events.

WITEBLAZE Showroom – SPORT 2000 HQ (Mainhausen/Germany)


Photo Credits: SPORT 2000 International

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