Elan recognised among Slovenian Superbrands for the fifth consecutive year — a mark of innovation, heritage, and quality

At the Superbrands Slovenia 2025 gala, Elan received the Superbrands title for the fifth year in a row. The recognition reaffirms Elan’s position among the leaders in sports equipment and its consistent delivery of innovation and top-tier products handcrafted in the Slovenian Alps.

Superbrands is the world’s largest independent organisation for brand evaluation, active in more than 90 countries. The title is based on a combination of consumer research (Ipsos) and the assessment of a panel of branding, media, and business experts.

Elan stands for quality, innovation, and reliability, always staying one turn ahead of other sports brands. Our development focuses on products that deliver top-notch experience and lasting value for skiers. Craftsmanship, advanced technologies, and responsible local manufacturing are the core of our approach. For consumers, Elan is more than a product. It represents heritage, trust, and an exceptional on-snow experience.

At the gala, Domen Dan Gaiman, Global Head of Marketing, Elan Sports Division, highlighted Elan’s strategic foundations: the brand not only protects its past, but it also deliberately shapes its future. Innovation always starts with the skier's needs, all to create the best moments on snow, reflected in the “Always Good Times” philosophy.

Elan’s authenticity comes from its place and its people. “Handcrafted in the Slovenian Alps” is a promise of quality and perseverance, not just a mark of origin. It is also a commitment to maintain local production, advance technologies, and build relationships that last. He also underscored the importance of a consistent brand promise and partnerships that strengthen awareness and reach at home and abroad.

The Superbrands recognition validates our strategy that connects heritage with progress. We remain focused on developing innovative products, all handcrafted in a vertically integrated production site here in Slovenia, with the focus of being the first choice of sports enthusiasts all over the world.

Always Good Times.