WITEBLAZE is making a fresh start. The brand is focusing consistently on equipment, strengthening its structures and becoming more central than ever to the strategic focus of SPORT 2000 International. For retailers, this means greater relevance, better margins and a product portfolio that is precisely tailored to their needs. At the same time, WITEBLAZE is gaining international visibility as SPORT 2000 focuses on global growth and expands its position as the Home of Experts. We spoke to André Navratil, Senior Product Manager at WITEBLAZE, about the reasons behind the new direction. 

Dear André, with this focus, you are sending a strong signal for the future of WITEBLAZE. What are the main objectives behind this step?

André Navratil: We made a conscious decision to focus entirely on equipment and exclude textiles and footwear. This allows us to tailor our range precisely to the items that are relevant to retailers and create real added value. Especially in the entry-level and mid-price ranges, we can offer the best value for money and at the same time enable the strongest margins. This makes WITEBLAZE a valuable part of the product portfolio. Another major advantage is the permanent availability in our SPORT 2000 GmbH wholesale warehouse, which other SPORT 2000 country organisations also have access to. Our partners can reorder at any time and know that the desired items are available immediately. This creates security and directly supports sales. The reorientation also contributes directly to the strategic goals of SPORT 2000 International and makes WITEBLAZE a central element of international growth.

The claim « Opening Horizons » remains unchanged. What makes it so fitting for WITEBLAZE’s new course?

Opening Horizons describes exactly what we are doing now. We are opening up new opportunities for our retailers, for new countries and for the further development of our brand.

The claim fits perfectly with our focus on equipment, but also with SPORT 2000’s international strategy. For us, Opening Horizons is more relevant today than ever before.

Which categories are at the heart of the new WITEBLAZE range?

We work in eight clearly defined categories: training, watersports, fun wheel, multisport, racket sports, outdoor, winter sports and running. Each category fulfils a specific retail need and contributes to a coherent overall picture. The eight categories form a range that has been very deliberately designed. We develop products that simply work, are durable and support an active everyday life. This is in line with our clear and minimalist brand philosophy.

In which categories do you currently see particular growth potential?

Winter sports and running are currently experiencing the strongest growth. In winter sports, our helmets and ski goggles in particular demonstrate how well high quality and attractive prices go together. Running is developing extremely dynamically, supported by our close cooperation with the SPORT 2000 Running Division. We are currently completely revamping our outdoor range. The revised outdoor equipment, which has been significantly optimised in terms of price, content and margins, is expected to be launched in 2027. With these categories, we are creating a basis that works internationally and perfectly complements our Home of Experts strategy.

WITEBLAZE has so far been aimed primarily at generalist sports retailers. Are you also planning offers for specialists?

Our product range is currently deliberately designed to meet the needs of generalists. However, in addition to strengthening our breadth, we are also thinking about depth for the future. This means that we are developing products specifically for specialised formats such as our ABSOLUTE stores that meet their requirements and clear focus areas.

In which markets is WITEBLAZE currently strongest and where are you heading internationally?

Germany and Austria are our core markets. These are followed by France, Bulgaria and the Netherlands. At the same time, we are thinking more globally. SPORT 2000 International is growing globally, and we are actively involving WITEBLAZE in this expansion. In future, WITEBLAZE will be an integral part of new licence agreements. We want our brand to be visible internationally in all relevant markets.

Why should WITEBLAZE be available worldwide in every SPORT 2000 store?

The answer is simple. We offer an extremely strong margin, a compelling price-performance ratio and a modern portfolio that covers all relevant sports equipment. In addition, it is very clear in practice that stores with WITEBLAZE perform noticeably better. For many retailers, WITEBLAZE is already an integral part of their product range. Currently, almost 600 retailers purchase our products and demand continues to rise.

You are working on WITEBLAZE training courses. What can retailers expect from this new format?

In 2026, we will launch training formats that impart genuine product and process knowledge. To this end, we are developing videos, training content and product range information that will directly support retailers in their sales activities. We are also expanding our POS solutions. These include displays for water bottles and glasses that are flexible and can also be used in small spaces. This creates a strong brand presence without much effort. Another important step is our planned brand presence on Amazon. This will ensure that all product data is maintained centrally, correctly and up to date. At the same time, we will increase the digital visibility of WITEBLAZE and relieve our retailers of the burden of having to take care of listings themselves. For us, this is a logical step forward.

André Navratil – Senior Product Manager WITEBLAZE

Picture Rights: SPORT 2000 International GmbH