What Sports Connection does

Sports Connection ApS is the Nordic distribution and retail subsidiary of the US-listed footwear brand Skechers USA Inc. (NYSE: SKX). Founded in 1994 in Bramming, Denmark, by Peter and Marianne Jørgensen, the company began as a multi-brand distributor and progressively concentrated on Skechers from 2005 onwards before becoming a 100% Skeches-exclusive operator in 2014. Since April 2023, Sports Connection has been wholly owned by Skechers USA Inc., operating as the brand's directly-controlled Nordic platform with the founders retained in operating roles.

The company monetises Skechers in the Nordics (Denmark, Sweden, Norway, Finland) and selectively in Germany through three reinforcing channels: wholesale distribution to more than 1,800 independent shoe, sports, and children's retailers; a directly-operated retail network of more than 50 Skechers concept stores (including Europe's largest at 850 sqm in Esbjerg, opened 2020, and the April 2026 Copenhagen flagship at 700 sqm); and four owned Nordic e-commerce webshops (skechers.dk, skechers.no, skechers.se, skechers.fi). Shop-in-shop concepts (150+ target locations via Shoe-d-Vision in Denmark and Norway) supplement the owned footprint. Disclosed FY2022 revenue was DKK 632 million; the company reports 500+ employees and is headquartered in Esbjerg, Denmark. Operations, IT, logistics (GLS partner), marketing, retail planning, ecommerce, finance, HR, and product functions are run in-house across all four Nordic markets.

Sports Connection's strategic role within the Skechers group is to maximise Nordic sell-through of Skechers branded footwear and apparel, supported by a multi-channel marketing mix (TV, print, outdoor, radio, digital, social, influencer, email), sports sponsorships across handball, football, ice hockey and running, and brand-ambassador partnerships (notably a lifetime deal with Harry Kane for football). Proprietary product differentiation sits with the global Skechers brand (Hands Free Slip-ins, third-largest global footwear brand by volume) and the company actively enforces that IP in the region, including EU-wide preliminary injunction actions and Danish counterfeit rulings. Sports Connection does not develop proprietary technology or AI capabilities; its competitive position rests on exclusive brand rights, an extensive multi-channel distribution network, and local Nordic retail execution.

Name

Sports Connection

Legal name

Sports Connection ApS

Website

https://sportsconnection.dk

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

251–500 employees

Short description

Sports Connection ApS is the wholly-owned Nordic subsidiary of Skechers USA Inc., distributing the Skechers footwear brand across Denmark, Sweden, Norway, Finland, and Germany via 50+ concept stores, four Nordic webshops, and over 1,800 wholesale retailers.

Ownership category

akta.pro rank

Product category

Footwear Distribution

NAICS

Shoe Retailers (45821), Sporting Goods Retailers (45911), Sporting and Recreational Goods and Supplies Merchant Wholesalers (42391)

SIC

Retail-Shoe Stores (5661), Sporting & Athletic Goods, Nec (3949), Wholesale-Apparel, Piece Goods & Notions (5130)

akta.pro primary industry

Athletic Footwear & Sport Apparel Retail (CRAMABAC)

akta.pro secondary industries

Sporting Goods, Outdoor & Fitness Marketplaces (CRAFABAI), Team Sports Equipment & Uniforms Retail (CRAMABAE)

Keywords

• Footwear distribution
• Wholesale distribution
• Retail operations
• Brand distribution
• Nordic footwear retail

Headquarters

HQ city

Esbjerg

HQ country

Denmark

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Supply Chain, Infrastructure, Technology or R&D

Revenue model

1. Wholesale Distribution: Sales to independent shoe retailers, sports stores, and children's stores across Denmark, Norway, Sweden, Finland, and Germany through account managers. Wholesale represents the largest portion of revenue.
2. Retail Store Operations: Operates Skechers concept stores across Nordic countries, including flagship stores and standard concept stores. In-house retail operations generate direct sales to consumers.
3. E-commerce: Manages Skechers online stores for Denmark, Norway, Sweden, and Finland (www.skechers.dk/no/se/fi). Digital direct-to-consumer channel providing best possible service experience.

Go-to-market motion3 records

Distribution channels5 records

Marketing channels10 records

Core offering

Sports Connection is the Nordic subsidiary of Skechers USA, distributing and selling Skechers footwear and apparel across Denmark, Sweden, Norway, Finland, and North Germany. The company operates 50+ Skechers concept stores, four country-specific e-commerce webshops, and a wholesale network supplying 1,800+ independent retailers of footwear, sports, and children's stores. Its largest revenue stream is wholesale distribution, complemented by direct-to-consumer retail and e-commerce sales.

Product overview

Sports Connection operates a dual-channel retail model for Skechers in the Nordic countries: (1) Skechers concept stores and (2) Skechers webshops (skechers.dk, skechers.no, skechers.se, skechers.fi). Together with a wholesale distribution network spanning over 1,800 retailers, these form the core product portfolio. The company also provides customer service, retail planning, and marketing support across Denmark, Sweden, Norway, and Finland, with headquarters in Esbjerg, Denmark.

Differentiator

Problem solved

Functional benefit

Products and services

• Skechers Concept Stores Physical retail stores operated by Sports Connection that sell Skechers footwear and apparel directly to Nordic consumers across Denmark, Sweden, Norway, and Finland. Includes flagship and standard concept stores such as the 700 sqm Copenhagen flagship and 850 sqm Esbjerg Superstore.
• Skechers Webshops (skechers.dk, skechers.no, skechers.se, skechers.fi) Four country-specific e-commerce websites that handle direct digital sales of Skechers footwear and apparel to consumers in Denmark, Norway, Sweden, and Finland, including customer service operations.
• Skechers Wholesale Distribution

Quantifiable outcome

• 263 million Skechers products sold worldwide in 2023
• +1 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

16 partnerships are on record, tiered core and minor.

• Harry KanecoreGTM or Marketing Partner · 18 August 2023Long-term partnership with England captain and Bayern Munich striker Harry Kane as brand ambassador and face of Skechers football boots. Lifetime contract signed for Skechers football division.
• GLScoreOthers · 12 June 2023Logistics partnership with GLS started over 20 years ago. GLS has been with Sports Connection on their growth journey and delivers Skechers products across Nordic markets.
• The Nature ConservancyminorStrategic or Co-development Partner · 1 January 2021Global Skechers partnership with The Nature Conservancy focused on environmental sustainability and reduced carbon footprint, aligned with Skechers sustainability goals.
• Shoe-d-VisioncoreChannel Partner/ Reseller/ Distributor · 1 January 2019Partnership agreement for opening shop-in-shop concepts in Denmark and Norway with target of 150 shop-in-shops in retail locations.
• Team EsbjergcoreGTM or Marketing PartnerSports sponsorship of elite handball club Team Esbjerg. Peter Jørgensen also sits on the board of Team Esbjerg Elitehåndbold A/S.
• Storhamar HåndballminorGTM or Marketing PartnerNorwegian handball club sponsorship - the only Norwegian club sponsored by Skechers. Partnership arranged by Peter Jørgensen.
• Esbjerg EnergyminorGTM or Marketing PartnerIce hockey team sponsorship in Esbjerg supporting local sports community.
• AGFminorGTM or Marketing PartnerFootball club sponsorship supporting Danish sports teams.
• HIFK HockeyminorGTM or Marketing PartnerFinnish ice hockey team sponsorship supporting Nordic sports presence.
• TPS TurkuminorGTM or Marketing PartnerFinnish ice hockey team sponsorship.
• VestkystløbetminorGTM or Marketing PartnerRunning event sponsorship in Denmark supporting community fitness events.
• Recovery BullsminorGTM or Marketing PartnerSocial sports community sponsorship supporting social sports initiatives for socially vulnerable citizens.
• SydbankminorGTM or Marketing PartnerMarketing collaboration with Sydbank on 'Danmarks Erhvervsbank' campaign featuring Sports Connection.
• Emily Pedersen (Golfer)minorGTM or Marketing PartnerGolf athlete sponsorship supporting Skechers golf footwear line.
• Esbjerg FBminorGTM or Marketing PartnerFootball club sponsorship in Denmark.
• Skechers USA Inc.coreOthersUltimate parent company and brand owner. Skechers acquired Sports Connection in 2023, making it a 100% owned Skechers subsidiary. Skechers is the world's third largest footwear brand with $8.97 billion in 2024 sales.

Scale indicators8 records

Recent moves16 records

Expansion highlights6 records

Direct peers

• ECCO Sko A/S: Danish-headquartered global footwear brand with own manufacturing, wholesale and direct retail operations across Europe and Asia. Closely comparable to Sports Connection as a Danish-origin footwear company distributing a single owned brand through both wholesale and DTC channels.
• Hummel International: Danish sportswear and footwear brand with wholesale distribution and own retail presence across Northern Europe. Comparable to Sports Connection as a Danish-rooted sport/footwear house selling primarily its own brand through retailer networks and brand stores.
• Stadium Sverige AB: Leading Nordic sporting goods retailer operating more than 170 stores across Sweden, Finland and Norway, selling multiple sportswear brands including footwear. Comparable to Sports Connection as a Nordic multi-channel sporting goods retailer competing for the same end consumer.
• Intersport Nordic: Swedish-led Nordic operation of the global Intersport retail cooperative, operating hundreds of sports stores across Sweden, Norway, Denmark and Finland. Comparable to Sports Connection as a wholesale customer and competing retailer for athletic footwear in the Nordics.
• Foot Locker Nordic: US-listed athletic footwear and apparel retailer with owned e-commerce and stores across Denmark, Sweden, Norway and Finland. Comparable to Sports Connection as a competing athletic footwear DTC retailer in the same Nordic geographies.

Regional players

• XXL ASA: Norway-headquartered sporting goods retailer with Nordic store footprint across Norway, Sweden, Finland and Denmark. Comparable to Sports Connection as a Nordic omni-channel sporting goods retailer and one of the key wholesale accounts for major footwear brands in the region.

Broad incumbents

• Nike Inc. (Nordic operations): World's largest athletic footwear and apparel brand with extensive Nordic wholesale and DTC presence via Nike-owned mono-brand stores and digital. Comparable to Sports Connection as an athletic footwear competitor whose brand cadence and pricing decisions directly shape the Nordic category.
• Adidas AG (Nordic operations): Global #2 athletic footwear and apparel brand with own Nordic retail and wholesale accounts. Comparable to Sports Connection as a competing global athletic brand competing for the same shelf space at Nordic sporting goods retailers.
• Decathlon Nordic: French-headquartered global sporting goods retailer expanding its own-brand and partner-brand assortment across the Nordics via large-format stores and e-commerce. Comparable to Sports Connection as a broad sporting goods omni-channel retailer that competes with Skechers-branded product in the same category.

Emerging players

• New Balance Nordic: US athletic footwear brand accelerating direct retail and partnerships across Europe including the Nordics, often signing with football clubs and lifestyle retailers. Comparable to Sports Connection as another single-brand athletic house building a Nordic distribution and DTC footprint.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UC8H-nwcktSO7UJEY-HiCayw
• Facebookfacebook.com/skechersdanmark
• LinkedInlinkedin.com/company/sports-connection-aps-skechers
• Instagraminstagram.com/skechers_denmark

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Sports Connection