68-69 LSB 2022 HEAD_muk.qxp_NEW LSB 2008 GRID 13/01/2022 14:10 Page 68
IN CONVERSATION WITH… HEAD
Ahead of the game
Inset: HEAD believes that its move into sports drinks and nutrition is a natural expansion for the brand.
While HEAD Sport GmbH wasn’t immune to the affects of the ongoing pandemic in 2021, the company made some big in-roads in its licensing programme. These included moves into the fragrance, beauty and watch categories, while what it describes as a natural expansion into sports drinks and nutrition is continuing to gather pace as we embrace 2022. LSB finds out more.
L
ooking back at 2021, Giuseppe Faranna, vp division manager licensing at HEAD Sport GmbH, describes it as “a combination of ups and downs”. On one hand, the challenges caused by the pandemic continued and were joined by supply chain and logistical issues. However, there were also positive signals for the company in categories including bikes, fitness accessories, apparel in the US, in underwear and sleepwear, plus with its PENN brand, thanks to a collaboration with Vans and success in Primark. All of this activity
Above: HEAD is working with MaxSport for its sports nutrition products. Inset: Giuseppe Faranna, vp division manager licensing, HEAD Sport GmbH.
68
LICENSING SOURCE BOOK EUROPE 2022
has set the company up with some solid foundations for further success in 2022. One area where Giuseppe and the team are confident of seeing further growth is in nutrition and sports drinks. HEAD has been working with Bohemia Healing Mineral Waters for a number of years on sports and energy drinks, enjoying some good sales before Covid restrictions in the sports, travel and nightlife arenas hit. However, a new distributor is now on board in Russia, while trials in Edeka – the largest supermarket group in Germany - have been promising and upcoming launches include new sports drinks and bottles, as well as thoughts around ready to drink/instant powders. When it comes to nutrition, HEAD has signed with Slovakian company MaxSport, with initial products including protein bars, energy bars and supplements. The products have already proved popular in Czech Republic and Slovakia, while interest is now also coming from territories across Western Europe, the US and China. As Giuseppe reveals: “On top of this, in Q1 we will have a great promotion starting which will include a key product of our core range and will run across Europe. We are super excited about this.” The move into sports drinks and nutrition is a natural extension for the brand, Giuseppe highlights. “We support many athletes and we know that besides the perfect equipment – which of course we are
