While it has yet to find a buyer for its wintersports brands, including K2, Marker, Dalbello and Völkl, parent company Newell Brands said it will merge parts of the latter three brands to roll out a new shared identity and collaboration under the MDV Sports name. K2 will remain on its own.
The purpose of creating a shared brand identity for Marker, Dalbello and Völkl is to “increase cooperation in the areas of R&D, production, sales and marketing, while improving each brand’s position in the market,” officials said.
Going forward, Marker, Dalbello and Völkl will be meeting with customers and partners and presenting at events and trade fairs like ISPO and SIA under the MDV Sports name. MDV Sports’ debut to the trade will be at the 2017 SIA show in Denver.
The union also includes a the new group logo and the revised logos for the individual brands. The entire rebranding process will be completed with the relaunch of the websites for the three individual brands in spring 2017.
Photo courtesy Pally Learmond