COVER STORY HEAD aims to simplify the journey to a healthier lifestyle. Bohemia Healing Marienbad Waters (BHMW) has recently signed a multi-year licensing agreement with HEAD to launch a new range of sport drinks under the HEAD brand. The line of new sport drinks contains mineral water (still and sparkling), isotonic drinks as well as Energy Drinks. BHMW owns several trademarks, belonging to the oldest in the world. In the beverage industry, they dominate the bottling of Europe’s most famous spa healing springs since early 17th century. The Mineral Water is sourced from the famous Marienbad spa in Czech Republic, and the packaging and design is inspired by HEAD colors and tennis ball tube, with the debossed HEAD wordmark on the water bottles. The entire production process is subject to strict quality control of the specialists from BHMW joint-stock company, which has been operating on the markets of beverage industry since year of 1664. Mr Vojtech Milko, Director at BHMW says: “When working with HEAD it’s our duty to use the best water and ingredients to meet the most demanding demands of sports professionals.” BHMW sponsored the farewell event of Czech Tennis Player Radek Štěpánek, which was supported by famous sports stars such as Novak Djokovic, Tommy Haas and Andre Agassi. athletes, Divers and Tennis Players, the recipes have been tailored to give results. The Nutri Blender has many top features, including quick speed change, to-go and stayfresh lids, the 1.5 litre Tritan blending jug, and the extractor fast-turning 6-point blade. The Bluetooth-connected kitchen scale combines ease-of-use, up to 10kg of weight, an LED display and is connected to the mobile app. Commenting on the innovative partnership, Giuseppe Faranna, VP Licensing Division of HEAD says: “We are delighted to team up with Gorenje on this innovative and exciting project. Due to the global trend of rising consciousness of what we eat and drink, we have decided to start this project and Gorenje has been the ideal partner for us. Our knowledge
TOTAL BRAND LICENSING
of what athletes need and what performance means in terms of racing or e.g. winning tennis games, has been perfectly matched with the innovation power of Gorenje in small domestic appliances, considering also their long-lasting market experience.” Of course, the brand of HEAD and its strong licensing division have been going from strength to strength. There are 57 Licensees around the globe based on long term license trademark agreements, generating over €150,000,000 in net turnover in 2017. Incorporating HEAD brand DNA into licensed products offers consumers innovation and assurance. As well as the sports branding expertise offered by the company HEAD is a top lifestyle brand, with strong links to lifestyle and fashion industries.
A brief history... Head Sports Inc. founded in 1948 in Maryland, USA, by Howard Head. In 1950 the first metal laminated skis were introduced - the HEAD Standard Ski. The 1968 the HEAD Tennis Division was formed. HEAD introduced the first metal tennis racket in 1969 at the US Open. The Licensing Division has been established since Johan Eliasch bought HEAD in 1995. 57 licensees around the globe generated over €150,000,000 in 2017.
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