Active Brands, a global sports apparel and equipment brand, appointed Christophe Merkel as the new CEO of the company, succeeding Espen Krogstad. The formal transition took place on March 1, 2021.
Merkel has spent the past decade leading Nike’s growth in countries such as Japan, Poland and Turkey, and joins Active Brands from the position as Vice President and General Manager of Nike EMEA North. He brings a wide set of experiences to Active Brands, from managing a major company, leading operations on different international markets and cultures, as well as spearheading the digital transformation of a global sporting goods brand.
Active Brands has experienced immense growth since its establishment in 2010 and is managing a portfolio of well-established sports apparel and equipment brands, including Kari Traa, Johaug, Dæhlie Sportswear, Bula, Åsnes and Sweet Protection.
“I have been impressed with Active Brands’ successful development, and their ability to keep a steady course, even through challenging times. I am particularly looking forward to exploring new ways of building close relationships with the consumers through e-commerce and new technology, as well as accelerating our global markets, particularly in North America where we already have a very solid business,” Merkel said.
Krogstad stepped down after eight years as CEO. During that time, he led the company from a solid Norwegian base and continued growth in the Nordic region, Active Brands’ home market, through several acquisitions and expansion across Europe and North America. Today, the majority of total sales (51.3 percent) are generated outside of Norway.
The focus in coming years is to further seize and capitalize on opportunities created by an increasingly digital consumer focus, as well as accelerate the international growth of its core brands. The main shareholder of Active Brands is the Nordic private equity investment company FSN Capital.
