One Way, an ambitious Finnish brand, that quickly carved its niche in xcskiing market in the last decade but collapsed under the weight of its debts, is being reborn!
And the savior of black-and-yellow brand comes…in the form of even more established & famed black-an-yellow brand.
You guessed it right, the new owner of One Way brand is none else but Fischer Sports GmbH from Ried im Innkreis, Austria – and easily the most iconic name in business!
Fischer has acquired the One Way trademark and patent rights from insolvency administrators. The acquisition includes the unrestricted use of trademarks, patents, patent applications and domain names of One Way and OW from the insolvency estate of One Way Sports Oy.
The One Way brand is now being reorganized and integrated into the Fischer Group.
“Our goal is to develop ONE WAY into the world’s leading supplier of cross-country and alpine poles. The brand also has great potential in accessories and textiles, especially in Scandinavia,” says Franz Föttinger, CEO Fischer in company’s press release.
The move, while somewhat unexpected, certainly makes sense: Fischer’s prowess in racing skis and boots is well known – in racing poles, well, not so much.
One Way’s quiver of talents last season included such major stars as Martin Fourcade, Ragnhild Haga, Alexey Poltoranin to name but a few.
Fischer says not to worry about them switching to other brands en masse
“…many Olympic and world champions successfully rely on the brand’s products. This racing commitment will continue without interruption in order to exploit synergies between the two major Nordic brands in the future.