Youth team versus Champions League finalists: this is roughly the league in which the sports brand Vidar Sport started out on the market.
The Frankfurt-based start-up, which produces plastic-free sportswear from algae and wood fibers, has taken on giants such as Nike, adidas and Puma and, unsurprisingly, has had many bloody noses. In the battle for testimonials and impressions, the big players simply have the better squad and the greater experience.
Vidar Sport is turning this weakness into a strength and moving into secondary areas that the big players can't tackle. “You can't outnike Nike,” says founder Christoph Behroz. In the podcast, he explains how underdog brands can score points for reach and sales in unconventional ways, why Vidar Sport relies on the brand value of fairness and why his brand can count on an unbeatable ally: “Nature is on our side”.