Ledlenser shifted its focus to sport and outdoor activities just under two years ago. The lighting specialist then began introducing new product developments to the market – such as the XEO 19R and the SEO and NEO series – for extreme sport and outdoor sport athletes as well as runners. Its decades of expertise were evident from the top quality, functionality and operation of the torches and headlamps. The company also directed its brand management, communications and marketing activities at a new target group.
Ledlenser now has its own PRO team consisting of eight national and international top athletes including Florian Neuschwander (long-distance running), Darren Berrecloth (freeride mountain biking) and Eric Hjorleifson (freeskiing). Furthermore, to firmly anchor the brand among a young, sports-minded target group, Ledlenser also sponsors a range of major sporting events such as RedBull XAlps and Salomon Alpen X100 as well as a variety of mountain biking and running events. The ambitious brand approach has been crowned with success, evident from key indicators such as brand popularity, brand worth and market share. A top-class jury for the German Brand Award recognised Ledlenser’s excellent sustainable brand management and presented it with the prestigious “Industry Excellence in Branding” award in the category of “Sports, Outdoor Activities & Leisure”.
German Brand Award
The German Brand Award only honours the best: innovative brands, consistent brand management and sustainable brand communication – pioneering individuals and companies in the world of brands. The Award reveals and presents unique trends and promotes not just the winners but also the entire brand business.
- Chair: Andrej Kupetz, general manager of the German Design Council, Frankfurt
- Dr Saskia Diehl, managing director of GMK Markenberatung, Cologne
- Richard Gaul, communications consultant, Werder
- Prof. Tobias Kollmann, professor of e-business and e-entrepreneurship, University of Duisburg-Essen; chairman of the Young Digital Economy of the German Federal Ministry for Economic Affairs and Energy, Duisburg
- Günter Moeller, managing director of hm+p Hermann, Moeller & Partner, Munich
- Prof. Mike Richter, professor of strategy and planning in design processes, Darmstadt University of Applied Sciences, managing director of iconmobile GmbH, Berlin
- Prof. Simone Roth, professor of international marketing, vice president of the Brand Academy, Hamburg
- Christian Rummel, deputy global head of brand communications & CSR, Deutsche Bank AG, Frankfurt
German Design Council – the initiator
The German Design Council was conceived by the German Federal Parliament and is
financed by German industry. With the goal of increasing the competitiveness of German
companies, Ludwig Erhard initiated a bipartisan resolution 65 years ago in the German
Federal Parliament to establish a council for design. This council was financed in 1953 by
the Federation of German Industries and is one of the world’s leading centres of expertise
in communication and knowledge transfer in the fields of brand management and design.