A Path To Reviving Heritage Sports Brands

In the thriving sportswear market, a handful of sleepy heritage brands are finding relevance again.

Kappa, Superga and K-Way — decades-old European sport and lifestyle brands whose products have iconic status, but which never rose to the status of global leaders — have mounted a turnaround after their Italian parent company, BasicNet SpA, struggled to get sales back above pre-pandemic levels last year.

By maintaining a laser-focus on…