“Having Brands Lab International as the company representing HEAD® -who has become one of the leaders worldwide in sports- will route the company to great co-licensing opportunities with other Brands represented by the company, creating powerful liaisons. BLI will become the enabler of further expansions for HEAD® with its sports schools, diving certification centers, gear and apparel”
HEAD® the Sports equipment and apparel craftsman founded in Maryland in 1950, counts with an extensive trajectory in the sports world, being nowadays the number one ski brand company worldwide. It all started in 1947 when its founder Howard HEAD® began designing the first metal ski. In 1995 after passing through different managements, Johan Eliasch acquired the company expanding it to diving, PENN tennis balls and snowboard. From the initial stages the company has counted with some of the most iconic brand ambassadors in the tennis and skiing fields, and counts with a vast amount of active, and in their sports really successful athletes as sponsored leading athletes like Ashleigh Barty and Novak Djokovic as well as icons of their time line Andre Agassi and Lindsey Vonn who have raced from victory to victory settings new records along the way.
The brand has acquired and expanded some of the most internationally recognized companies in the sporting world such as PENN, founded in 1910 in Pennsylvania and still America’s #1 selling tennis ball. Mares, founded in 1949 and one of the most reputable diving brands in the world, TYROLIA, the largest alpine ski-binding manufacturer and others.
The subsequent next step for HEAD® is the expansion into Branded Real Estate by offering licensed developments and co-branding opportunities targeting the tennis, diving, skiing, swimming and (now also) golf clientele. For this undertaking, HEAD® has selected The DealFactory in London and Brands Lab International, a Miami, London, Munich and Lisbon based company that is responsible for some branded landmark projects, and is the pioneer of Branded Real Estate worldwide. This new extension of the brand is an obvious fit considering that the brand has a strong track record identity in the sports world and loyal customers can trust that the quality of any branded development will reflect the brand’s excellence. HEAD®, The DealFactory and Brands Lab International, foresee projects that will offer sport activities and sport related amenities either in mountain or sea side locations.
“Including HEAD® in our portfolio allows our company to offer a 360 degrees experience from car manufacturers to luxury lifestyle brands, from art to iconic personalities and now sport brands. We see HEAD® as a strong Brand representing sportsmanship, well-being, leadership, performance and athleticism. We foresee the brand applied onto alpine projects, winter and diving destinations in both residential and hospitality developments, that will include the quality that the brand stands for, technology features applied to living/residential formats and cobranding within luxury resorts that will offer to guest unique sports experiences in skiing, diving, tennis and in the near future also golf”, stated Brands Lab International founder and CEO Florian Haffa.
“Working with an iconic brand like HEAD® and expand it into the world of actual experiences is a fantastic opportunity and working with leading global partner BLI on this project is opening a new chapter for branded lifestyle environments” added Bettina Koeckler from The DealFactory.
Currently Brands Lab International and The DealFactory are in advanced steps for a HEAD® Branded Real Estate project in Austria and the announcement should be made public soon. Further concepts include hospitality projects, sports and recreation centers as well as educational opportunities.
HEAD® branded projects will embody the dynamism, high performance and modern innovation that HEAD® is known for around the world.
