Eleven brands. A new look. A joint campaign with a clear strategic focus. WE KNOW SNOW shows how SPORT 2000 International is combining brand expertise with eleven leading winter sports brands and making it visible in a consistent campaign. Marvin Krieter and Tobias Koser, the two project managers at SPORT 2000 International, explain what makes the campaign successful, how it is structured and what further developments are shaping it in this blog post.

With the international winter sports campaign WE KNOW SNOW, SPORT 2000 International is positioning itself as a key driver of cross-brand cooperation in specialist retail. The campaign stands for professional brand management, partnership-based implementation and a high level of winter sports expertise. Eleven brands, an enhanced design language and a joint master video form a presence that communicates winter sports expertise in a concentrated form. “WE KNOW SNOW is our strategic framework for raising the profile of SPORT 2000 together with winter sports brands and clearly positioning our expertise in specialist retail,” says Marvin Krieter, International Marketing Manager Winter Sports. The campaign builds on its success from the 2024/25 winter season. A year ago, WE KNOW SNOW already impressively demonstrated its potential. It was strongly perceived in the market and sustainably sharpened SPORT 2000’s winter sports profile. On this basis, the campaign was consistently further developed and made even more effective.

A clear message with strategic impact

In terms of content, the campaign follows the guiding principle of celebrating winter sports in all its facets. For SPORT 2000, this message is both an emotional positioning and a strategic orientation. “We show that SPORT 2000 stands for winter sports expertise and lives this together with leading brand partners,” says Krieter. Project Manager Marketing Tobias Koser adds: “For us, the campaign is a central awareness measure. Co-branding, strong visuals and a consistent image directly contribute to the brand awareness of SPORT 2000 and our partners.” At the same time, the campaign acts as a catalyst for existing and potential brand partnerships. “A campaign concept at this level creates trust, strengthens long-term collaborations and also opens new doors,” says Koser.

Eleven brands, individual identities, a shared understanding of quality

The core of WE KNOW SNOW lies in its consistent co-branding approach. SPORT 2000 developed individual content for each participating brand, tailored precisely to its positioning and visual language, while also embedding it in a common campaign framework. “What makes it special is that each brand retains its own identity while still being part of an overall presence. Our own colours, our own imagery and our own slogans showcase the diversity in the retail sector and underline our position as the home of experts,” explains Krieter. “Our basis is always the WE KNOW component, supplemented by each brand’s individual claim. This results in slogans that authentically connect both worlds. That is precisely where the strength of co-branding lies,” adds Koser.

Visual language with a clear line

For the current campaign, WE KNOW SNOW has been given a visibly enhanced look. Instead of collages, the focus is now on expressive individual images that highlight the individual brand identity even more precisely. The transparent stripes, inspired by freshly groomed slopes, characterise the visual appearance and give the campaign an unmistakable signature. “Our aim was to further professionalise the campaign and sharpen its visual appeal. The updated visual language, a new soundtrack and modern cuts contribute precisely to this,” says Koser. A key development is the master video, which unites all eleven brands. “The joint video conveys the quality and diversity of our brand portfolio, underlines our partnership-based approach and at the same time strengthens our SPORT 2000 brand,” explains Koser.

WE KNOW SNOW campaign with FISCHER / HEAD / K2

More flexibility and precise brand management in retail

The campaign impresses with its high flexibility and consistent brand image. Retailers who carry several campaign brands in their stores receive tailor-made content for each brand, including videos, social media visuals and POS materials. This offering is complemented by an optimised toolbox that allows retailers to quickly adapt their own images in line with the brand. It enables internationally consistent, high-quality implementation while offering a high degree of flexibility at market level. “Our SPORT 2000 retailers are experts with different product ranges and target groups. We offer them tools that can be used flexibly while ensuring a professional and consistent brand image,” explains Krieter.

Joint strength in the market

WE KNOW SNOW shows what SPORT 2000 stands for: a passion for winter sports, a strong network and the expertise to strengthen the retail sector in a targeted manner. The campaign combines emotion, precision and strategic strength and highlights how SPORT 2000 is shaping and developing winter sports in the long term. At the same time, preparations for the third season in 2026/27 are already underway.

Marvin Krieter – International Marketing Manager Winter Sports

Tobias Koser – Project Manager Marketing

Picture Rights: SPORT 2000 Group International