Discover Benelux | Issue 13 | January 2015

2_4_DiscoverBenelux_13_Januar_2014_MADS_Scan Magazine 1 17/12/2014 15:23 Page 50

Discover Benelux | Special Theme | Cycling

Sport is emotion Sportune is a quirky and successful Belgian company that specialises in the development of innovative custom clothing concepts.“We create sportswear which helps and supports the athlete, but also keep in mind that our customer wants to strengthen its brand,” says Stefan van Ouytsel, co-founder of Sportune.

TEXT: BERTHE VAN DEN HURK | PHOTOS: SPORTUNE

Sportune can safely say that they are the absolute best in their field in the Benelux.

Their customers are leading companies such as Brussels Airlines, Duvel Moortgat and the Kellogg Company. Sportune is brilliant in concept and product development and offers accompanying services for businesses. According to Van Ouytsel it is because Sportune knows and understands the athlete, as well as the companies and brands. “We do not only speak their language, we understand what it is the customer wants and needs. We work closely with top athletes to develop the best products. We know that our customer is not always directly the athlete, but sometimes a company or brand.”

Sportune differentiates itself from other creative agencies by making sportswear their core business. They develop new products like clothing, but also provide great services. Van Ouytsel: “The clothes we deliver breathe the brand in detail;

50 | Issue 13 | January 2015

the product type, the properties of the product, the printing of the products, the 'woven labels', hangtags and packaging. It is not about us, but about maximising the brand and brand experience for the final user of the products.”

Branded sportswear Research and statistics show that if companies support their employees with, inter alia, sport activities or products, the employees develop a better a relationship with the company. By providing employees the tools to go out and enjoy sports, results not only in a better relationship, but also results in more productive, positive and healthy employees. For this exact reason, the leading Belgian airline Brussels Airlines promotes an active lifestyle among its employees worldwide.

Sportune suggested working together with the airline to create a range of running, walking and cycling gear. Sportune handled the design, development, pro-

duction and distribution of the products for the employees of Brussels Airlines.

Many people love (to do) sports, so it is not strange that sports sponsorship is the world’s most active branch of advertising. Sportune responds to this with ingenuity. “We create sportswear which helps and supports the athlete, but also keep in mind that our customer wants to strengthen its brand. We reach people in their spare time while they pursue their passion,” says Van Ouytsel: “Sport is emotion. That is what we respond to, to increase the customers’ or employees’ loyalty.”

Love for a brand An individual can almost be in love with a brand or company. “Two great examples are Herbalife and Vedett. Both brands have true fans who want to have all their products. For Herbalife we have created a collection of products for endurance athletes; we aimed at amateur runners, gym enthusiasts and athletes,” says Van