Keller Sports
- Company typePrivate
- Founded2005
- HeadquartersMunich, Germany
- Headcount51–100
- GTM typeB2C
- OfferingServices
Keller Sports firmographics
Firmographics- Name
- Keller Sports
- Legal name
- Keller Sports
- Website
- https://keller-sports.com
- Company type
- Private
- Founded year
- 2005
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Ownership category
- akta.pro rank
Keller Sports industry classification
Industry- Product category
- Online Sports Retail
- NAICS
- Sporting Goods Retailers (45911), Sporting Goods Retailers (459110), Shoe Retailers (4582), Shoe Retailers (45821)
- SIC
- Sporting & Athletic Goods, Nec (3949), Retail-Shoe Stores (5661)
- akta.pro primary industry
- Performance Running Specialty Retail (CRAMACAA)
- akta.pro secondary industries
- Outdoor & Adventure Multi-Category Retail (CRAMABAB), Hiking & Trail Accessories Retail (CRAMAAAD), Trail Running & Outdoor Performance Accessories Retail (CRAMAAAH)
Keywords
Where Keller Sports is headquartered
LocationHeadquarters
- HQ city
- Munich
- HQ country
- Germany
- HQ region
- Europe
Offices1 record
Markets served
Keller Sports business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D
Revenue model
- Product Sales: Retail sales of running shoes, running apparel, hiking shoes, lifestyle products, and running accessories through the keller-sports.de online store. Customers purchase products directly at listed prices with various payment options including Sofort, Visa, Mastercard, Maestro, and PayPal.
Go-to-market motion1 record
Distribution channels1 record
Marketing channels1 record
Keller Sports product offering
Product offeringCore offering
Keller Sports is a multi-brand online retailer selling running shoes, hiking shoes, running apparel, lifestyle clothing, sports watches, headphones, and running accessories directly to consumers through its e-commerce storefront at keller-sports.de. The product assortment spans multiple price points and use cases (allround, competition, carbon-plate, trail, spikes, pronation support) and is offered alongside a premium membership program providing exclusive member pricing, running guides, and product tests.
Product overview
Keller Sports is an online sports retailer specializing in running and outdoor equipment. The product portfolio centers on running shoes (allround, competition, carbon, trail running, and spikes), hiking shoes (waterproof and standard), and running apparel (jackets, vests, shirts, pants, shorts, socks). Additional offerings include lifestyle apparel, children's running gear, sports watches and fitness trackers, headphones, storage solutions (running bags, hydration vests), and miscellaneous equipment (sunglasses, gloves, headlamps, sports nutrition). The company operates as a multi-brand retailer featuring brands such as Nike, Adidas, New Balance, Saucony, and Altra.
Differentiator
Problem solved
Functional benefit
Products and services
- Running Shoes (Laufschuhe) Running shoes in multiple categories including allround, competition, carbon-plate, trail running, spikes, wide feet, pronation support, and neutral variants, offered for men, women, and children from brands such as Nike, Adidas, New Balance, Saucony, and Altra.
- Hiking Shoes (Wanderschuhe) Hiking shoes in waterproof and standard versions for men, women, and children, designed for trail and outdoor use.
- Running Apparel (Laufbekleidung) Running clothing line including jackets, vests, shirts, underwear, sports bras, pants, shorts, socks, caps, and gloves for men, women, and children.
- Lifestyle Apparel and Footwear Lifestyle tops, bottoms, accessories, and footwear for everyday wear beyond athletic use.
- Kids Running Shoes and Clothing (Kinder Laufschuhe & Bekleidung) Running shoes, hiking shoes, and clothing specifically designed for children.
- Sports Watches and Fitness Trackers (Sportuhren) Running watches, fitness trackers, watch straps, heart rate monitors, screen protectors, and watch accessories for athletic monitoring.
- Sports Headphones (Kopfhörer) Audio equipment for sports including in-ear, open-ear, and over-ear headphones.
- Storage and Carrying Solutions (Aufbewahrung) Running backpacks, sports bags, hydration vests, running belts, phone holders, hydration systems and bladders, and toiletry bags.
- Sports Equipment (Ausstattung) Sports equipment including beanies, neck warmers, gloves, caps, sunglasses, sleeves, sweatbands, headbands, and fitness gear.
- Miscellaneous Accessories (Sonstiges Zubehör) Additional accessories including headlamps, lighting, care products, sports nutrition, sports care and bandages, insoles, nordic walking poles, fitness equipment, and bathroom scales.
- Premium Membership Program Membership offering exclusive member pricing, running guides, product tests, and inspirational content for serious athletes shopping on keller-sports.de.
Companies that use Keller Sports
Customer profileSegments1 record
Ideal customer profiles1 record
Keller Sports technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Keller Sports partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core and minor.
- NikecoreNike products are sold through the Keller Sports online store. The website features dedicated sections for Nike running shoes and apparel, with brand hero banners showcasing Nike products alongside Adidas and New Balance.
- AdidascoreAdidas athletic products are distributed through the Keller Sports online platform. The website highlights iconic three-stripe designs and features Adidas products prominently in brand sections.
- New BalancecoreNew Balance running shoes and apparel are sold through the Keller Sports e-commerce platform. The brand is featured with emphasis on comfort, performance, and timeless design.
- SauconyminorSaucony running shoes are listed among the brands available on the Keller Sports website, as shown in the search suggestions alongside Nike, Adidas, Altra, and New Balance.
- AltraminorAltra running shoes are available on the Keller Sports platform, featured in the brand search suggestions alongside other major athletic brands.
- PayPalminorPayPal is listed as one of the accepted payment methods alongside Sofort, Visa, Mastercard, and Maestro, enabling customers to pay securely through the PayPal platform.
Recent moves5 records
Expansion highlights4 records
Keller Sports competitors and assessment
Company assessmentBroad incumbents
- Intersport: Global sporting goods retail cooperative with strong European footprint; competes in running and outdoor categories through both stores and online channels in DACH and beyond.
- Decathlon: Global sporting goods giant with owned brands across running, hiking and outdoor; overlaps Keller Sports' category footprint but at vastly greater scale and with proprietary products that Keller Sports lacks.
- Foot Locker: Global athletic footwear and apparel retailer carrying Nike, Adidas and New Balance; competes with Keller Sports for premium athletic footwear dollars via DTC, app and omnichannel retail.
- Zalando: Europe's largest fashion/lifestyle marketplace with an expanding sport and athleisure assortment; competes for the same German consumer basket and dominates SEO and paid acquisition in DACH.
Direct peers
- Marathon Sports: Online running specialty retailer focused on premium running shoes, gear and apparel; comparable as a digitally native running-focused multi-brand retailer serving performance-oriented athletes.
- SportScheck: German multi-brand sporting goods retailer with a strong online and store presence in DACH; competes head-on with Keller Sports across running, outdoor and lifestyle categories in the same German-speaking market.
- Runners Point: Germany-based running-specialty retailer selling premium running shoes, apparel and accessories from Nike, Adidas, New Balance, Saucony and Hoka; closest direct competitor on positioning and product mix.
- Running Room: North American running-specialty retailer with online and store channels; comparable as a running-focused multi-brand retailer offering shoes, apparel, accessories and content/training resources.
- Holabird Sports: US online running specialty retailer focused on performance running shoes, apparel and accessories; comparable as a digitally native, brand-agnostic running specialist targeting serious athletes.
- Wiggle (WiggleCRC): UK-based online multi-sport retailer with deep running, cycling and outdoor assortment; comparable as a pure-play DTC sports e-tailer operating across Europe with similar brand portfolio.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks5 records
Key highlights5 records
Customer concentration
Keller Sports social profiles
Digital presenceKeller Sports financial estimates
Financial estimateRevenue estimate
Valuation estimate
Keller Sports leadership team
Management profileNumber of profiles
Keller Sports funding detail
Funding detailFunding overview
Funding rounds6 records
Investors3 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Keller Sports M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Keller Sports
What does Keller Sports do?
Keller Sports is a multi-brand online retailer selling running shoes, hiking shoes, running apparel, lifestyle clothing, sports watches, headphones, and running accessories directly to consumers through its e-commerce storefront at keller-sports.de. The product assortment spans multiple price points and use cases (allround, competition, carbon-plate, trail, spikes, pronation support) and is offered alongside a premium membership program providing exclusive member pricing, running guides, and product tests.
Is Keller Sports a public or private company?
Keller Sports is a private company. It is classified as private equity controlled and is currently operating.
When was Keller Sports founded?
Keller Sports was founded in 2005. It employs 51 to 100 people.
Where is Keller Sports based?
Keller Sports is headquartered in Munich, Germany, in the Europe region.
How does Keller Sports make money?
One revenue line is on record: product Sales.
Who are Keller Sports's main competitors?
Broad incumbents on record are Intersport, Decathlon, Foot Locker and Zalando. Direct peers are Marathon Sports, SportScheck, Runners Point, Running Room, Holabird Sports and Wiggle (WiggleCRC).
Does Keller Sports have an API?
No public API is recorded for Keller Sports.
What industry is Keller Sports in?
Keller Sports's product category is Online Sports Retail. Its primary akta.pro industry code is CRAMACAA, Performance Running Specialty Retail, with a secondary code of CRAMABAB, Outdoor & Adventure Multi-Category Retail. Its NAICS code is 45911 and its SIC code is 3949.