Elan receives most innovative brand 2012 award

June 2012

Elan has been awarded this year'sMost Innovative Brand 2012 award in the sports equipment category. The award is conferred every year by German organisation Plus X Award. Elan therefore ranks alongside other prestigious companies to have been awarded this title in other categories: Adidas, Porsche, AEG, Blackberry, Buderus, LG, Opel and Sony, and will go down in history as one of the most innovative companies.

Focus on innovation

Photo: Nebojša Tejić, STA

The Elan Group is a leading producer and supplier of sports and leisure equipment.  It has been present on the market for over 60 years. All Elan's enterprises are devoted to the technical development of products and progressive design through aninnovative approach and advanced technology. The winter division at Elan manufactures skis and snowboards, the marine division produces sailing equipment, while Elan Inventa is a leading brand in providing sports facilities with all the equipment they require. All Elan's production facilities are located in Central Europe. Skis and sail yachts are produced in Slovenia, and snowboards in Austria. Elan owns four companies which market its products in Canada, Germany and Austria, Switzerland and Japan, along with independent distributors around the world.

In its long history, Elan has constantly kept abreast of new developments, with its experts paving the way in the field of innovations in the knowledge that their line of business brings new innovation milestones every four to five years. The German organisation, Plus X Award, confers awards on brands that are distinguished by their outstanding achievements in the areas of quality, design, user experience, functionality, ergonomics and environmental awareness.

High quality and design

Photo: Tinkara Zupan, STA

Apart from the Most Innovative Brand 2012 award, which was presented on 10 May in Cologne, Germany, thePlus X Award was also conferred on Elan for the high quality and design of its Elan Amphibio 14 skis and women's Ilumina skis.  On the global level, Elan's greatest achievements have included carving skis (1990), WaveFlex (2006), a technology that provides high torsional stiffness and simultaneously improves the ski's bending ability, and Amphibio (2011), an original technology that uniquely combines a powerful edge grip and easy turning – for safe and smooth skiing.

Out of 120 ski models, there were four ski models with Amphibio technology that made up 7% of total volume sales, 16% of value and 20% of total margin, which is, according to Elan's representatives, a fantastic achievement.

Text by Matjaž Nemec, Sinfo, June 2012 
Photo: STA