The iconic hockey brand Dita, founded in 1891, was bought by a Dutch hockey family in the 1990s. After decades at the forefront of top international hockey competitions, the brand was challenged by newcomers to the sport, including Adidas. In 2016, our team, which consists of several former premier league players, was asked to come on board.
Together with the team, we repositioned our game, all driven by the claim that fit perfectly with the heritage of the innovative brand: One Step Ahead. This rebranding and subsequent redesign of the entire product range, captured the interest of the world’s largest sports retailer, Decathlon, who wanted to increase its position in this growing sport. In 2019, they acquired the entire company.
