THE HAGAN
Brand Story
You can't conquer mountains alone.
A few months ago, Thomas and I happened to talk about Hagan (Alexandra and Sylvia, our wives, say there are no coincidences...). In South Africa. During our conversation, Thomas told me something surprising: his father had been a long-standing and highly respected production manager at the former Hagan factory in Antiesenhofen. When Alexandra and Franz Siegesleuthner decided to sell their shares in Hagan this year, I, as a co-partner, took up the shares and spoke to Thomas again.This time, it was no coincidence. And so Thomas and I are now delighted to be 50:50 partners in Hagan Ski GmbH.
One thought, one concept about Hagan has stayed with us both ever since: character. Hagan is a brand with character, something that has become so rare—despite, or perhaps because of, its eventful 100-year history. This is something that many of our brand ambassadors and retail partners confirm time and again. The Hagan brand is firmly and successfully established in the domestic and international touring and outdoor market. There is certainly room for improvement, but as the saying goes: "You can only overtake from behind."
To create an emotional, accessible brand image for this strong brand.
Like many other brands in the outdoor sector, Hagan is also characterized by outdoor images (freedom-loving, passionate, self-confident, dynamic, strong-willed, independent, etc.).
Added to this is our more than 100 years of experience in ski production and research —proven by numerous test wins and awards for our Hagan skis—Austrian engineering at its best. We are very happy to accept all these accolades. However, what is crucial is accessibility and empathy with our Hagan brand.
Accessibility means inspiring the diverse target groups of ski tourers—from ski mountaineers to classic fitness-oriented ski tourers to freetourers—with appropriately tailored Hagan top-technology products and sets. Tailored also means finding the right balance. Our Hagan Balance Plus technology optimizes all material/construction and riding characteristics to create a well-rounded whole – for skis, ski boots, bindings, and skins.
During our research into the history of Hagan, we came across a dealer partner event that has generated the most enthusiasm and popularity throughout the decades of Hagan (regardless of age, whether racers or skiers, men or women...). The focus – back then in wintry Gramais in the Lech Valley – was not on Hagan (let's be honest), but on the incomparably elegant Siberian Huskies. The Huskies delighted not only with their characteristics as sociable, independent, and adventurous family dogs, but also with their open and affectionate nature. Our new Hagan team quickly agreed: Hagan and huskies are a "perfect match." We have now graphically implemented this "perfect match" in our new Hagan logo (with the support of the New York design agency "Kollektivformat").
The new Hagan logo is the outward sign of solidarity between strong personalities and, in particular, a symbol and commitment to natural and respectful coexistence between humans, animals, and nature.
Lois Grill
