For those who missed fhe message: Swedish Bliz has just been acquired by Essilor Luxottica, the global mastodon with annual revenue of some 25 billion dollars. More importantly for xcskiers, Luxottica owns Oakley too. One can argue about shapes and colors, but Oakley lenses are leagues ahead of competitors when it comes to snow tracks. That’s why most athletes free of contracts habitually choose them. Bliz has its fans for the comfort of their frames. Therefore, the question the day is “ would Bliz get access to Oakley lens technology now?”
Hestra, part of the Scandinavian Outdoor Group, that also owns such xcski- related brands as Alfa ( remember the boots?!), Halti and Thule, had Johannes Klaebo-branded gloves. Might be a new color – the model is the same though.
LillSport is a breakout : it’s not a part of some huge conglomerate – it’s family-owned company from Karlstad, primarily known as a place where Sweden and Norway signed their divorce in 1905. It produces its gloves and boot covers in Poland and one of the few to proudly inform you about that…
…What would be really interesting to find out however, is how the small business can afford to sponsor Frida Karlsson who is by far the most expensive-to-engage female athlete these days. Sadly, cross-country skiing hasn’t reached the level of openess of football when it comes to going rates ( Messi – 1 billion dollars from Adidas, lifetime )
KV+ had a new winter drinking system. Tauf Khamitov says they analysed what competitors had to offer in that department and adjusted a few things e.g. better protected nozzle.
Leki had HRC Max in traditional pink and red. No portraits of Johannes as it used to be the case, though
Rossignol had mannequins. They looked like people who bought fancy S2s a-la Sundling, Pellegrino and Bolshunov, but didn’t have money to buy matching carbon boots. Never mind – Rossignol is a lifestyle brand now first and foremost. At least that’s what their ( large) stand at ISPO wished to convey.
..And that, ladies and gentlemen would be all! We showed you pretty much anything & everything xcski- related from that huge exhibition. No Fischer, Swix, Madshus, Marwe and other usuals at ISPO this year. And why is that the case? Let’s muse in Part 3 , coming later this week.
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