All Sport group

What All Sport group does

All Sport Group is a family-owned Belgian distribution company that serves as the official European distributor for premium sport and lifestyle brands. Founded in 1970 by Michel van Puijenbroek, the company today distributes Nike Accessories, Jordan Accessories, Speedo, The Lab (Sneaker Lab), and, as of January 2025, Dakine across Benelux, France, Spain, Portugal and, for Dakine, also Germany, Austria and Poland. The company's stated value chain covers brand representation, sales, inbound logistics, warehousing, outbound distribution, marketing, and visual merchandising; it operates a B2B order platform and brand-dedicated field sales teams organized by both brand and country.

The company's customer base consists of sporting goods retailers, ranging from large enterprise accounts (Nike Stores, Foot Locker, Decathlon) to a long tail of specialty swim shops, multi-brand sporting goods chains and independent retailers. All Sport manages 3,000 delivery locations and ships approximately 4 million products per year, supported by 70 employees, a headquarters and distribution center in Arendonk, Belgium (relocated to a new facility in 2024), and showrooms in Brussels, Paris, Leusden and Barcelona. Revenue is generated through distribution margins on wholesale volumes and service fees for brand representation activities; no public pricing or revenue figures are disclosed.

All Sport operates as a multi-entity Belgian group comprising All Sport NV, All Sport Equipment NV, and All Sport Fashion NV, with no external investors or parent company. The second generation of the van Puijenbroek family took over leadership in 2014 when Clara-Matthée van Puijenbroek became CEO. The competitive position rests on long-tenured exclusive distribution mandates, an established multi-country sales and logistics network, and incremental portfolio expansion (most recently Dakine in 2025). The company has no evident proprietary technology platform or AI capabilities beyond the operational B2B portal.

Name

All Sport group

Legal name

All Sport Group

Website

https://allsport-group.com

Company type

Private

Founded year

1970

Operating status

Operating

Headcount range

11–50 employees

Short description

All Sport Group is a family-owned Belgian distributor, founded in 1970, that serves as the official European distributor of premium sport and lifestyle brands including Nike Accessories, Jordan, Speedo, The Lab and Dakine, serving 3,000 sporting goods retailers across Benelux, France, Spain and Portugal.

Ownership category

akta.pro rank

Product category

Sporting Goods Distribution

NAICS

Sporting and Recreational Goods and Supplies Merchant Wholesalers (42391)

SIC

Wholesale-Apparel, Piece Goods & Notions (5130), Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

Team Sports Equipment & Apparel Distribution (CRAOAJAA)

akta.pro secondary industries

Team Sports & On-Field Performance Apparel (CRAAAEAE), Team & League Branded Merchandise Retail (Non-Apparel) (CRAMAOAF)

Keywords

• Sport brand distribution
• Premium lifestyle wholesale
• Sporting goods distribution
• Brand representation services
• European retail distribution

Headquarters

HQ city

Turnhout

HQ country

Belgium

HQ region

Europe

Offices5 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Brand Distribution Services: All Sport serves as the exclusive or official distributor of premium sport and lifestyle brands (Nike Accessories, Jordan Accessories, Speedo, The Lab, Dakine) across Benelux, France, Spain and Portugal. The company handles the full value chain including inbound logistics, warehousing, outbound distribution, sales, marketing, visual merchandising, and brand presentation for retail partners. Revenue is generated through distribution margins and service fees as a brand representative.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

All Sport Group is a family-owned wholesale distributor of premium sport and lifestyle brands across Europe, operating as the official supplier of Nike Accessories, Jordan Accessories, Speedo, The Lab (Sneaker Lab) and Dakine in Benelux, France, Spain and Portugal. The company manages the full distribution value chain for its brand partners, including inbound logistics, warehousing, outbound distribution, sales, marketing, brand storytelling and visual merchandising, shipping approximately 4 million products per year to 3,000 retail locations.

Product overview

All Sport Group is a family-owned sports and lifestyle brand distribution company operating as a unified platform across Europe. The company distributes premium brands including Nike Accessories, Speedo (swimwear), Jordan Accessories, The Lab (sneaker/fashion care), and Dakine (outdoor gear). The portfolio spans multiple categories: performance accessories, swimwear, basketball accessories, fashion care products, and outdoor equipment. All Sport handles the full distribution value chain including sales, warehousing, outbound logistics, marketing, and visual merchandising for their brand partners across Benelux, France, Spain, and Portugal.

Differentiator

Problem solved

Functional benefit

Brands

• The Lab: A brand from South Africa offering probiotic biotechnology for cleaning, protecting and extending the life of sneakers, caps, clothing, denim and accessories without harsh chemicals. Distributed as official European distributor.
• Dakine

Quantifiable outcome

• 4 million products shipped annually
• +2 more outcomes

Named customers4 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Ten partnerships are on record, tiered minor and core.

• Léon Marchand (Speedo Global Ambassador)minorGTM or Marketing Partner · 2 December 2025Four-time Olympic gold medallist Léon Marchand joined Speedo as Global Ambassador. He embodies Speedo's brand values of commitment, competitiveness and passion for swimming. Speedo will support his sporting career and provide their expertise and performance products.
• DakinecoreChannel Partner/ Reseller/ Distributor · 1 January 2025All Sport acquired distribution rights for Dakine for France, Germany, Austria, Spain, Belgium, Netherlands, and Poland from January 1st 2025. The company drives all aspects of Dakine in Europe including sales, distribution, brand marketing, sports marketing, retail marketing and future DTC website. Romain Gardair was hired as Dakine Europe Director to lead this team.
• JR286 (Dakine Global Licensee)coreStrategic or Co-development Partner · 1 January 2025All Sport works in close collaboration with JR286, the Dakine Global licensee, to drive Dakine brand distribution in Europe. This is a strategic partnership combining global brand ownership with local market expertise.
• Adam Peaty (Speedo Athlete)minorGTM or Marketing Partner · 17 March 2022Triple Olympic champion Adam Peaty OBE joined Team Speedo on a multi-year sponsorship deal. Peaty supports Speedo's Swim United programme to increase participation in swimming among children in under-represented communities.
• Nike (Nike Accessories, Jordan Accessories, Nike Vision)coreChannel Partner/ Reseller/ DistributorAll Sport is the official supplier of Nike Accessories and Jordan Accessories across Benelux, France, Spain and Portugal, as well as for Nike Stores, Nike E-commerce, Foot Locker and Decathlon throughout Europe. The company has distributed Nike products since 1978. Nike Equipment distribution was briefly retaken by Nike in 1990.
• SpeedocoreChannel Partner/ Reseller/ DistributorAll Sport is the official supplier of Speedo swimwear. Distribution began in Belgium in the early 1970s, expanded to the Netherlands in 1984 and France in 2008. The partnership has lasted over 50 years, making it one of All Sport's most significant brand relationships.
• The Lab (Sneaker Lab)minorChannel Partner/ Reseller/ DistributorAll Sport Fashion NV is the official supplier of SneakerLAB (The Lab) in Benelux, Austria, France, Germany, Portugal, Spain and Switzerland. The Lab is a South African brand specializing in probiotic footwear care products.
• Plage du SudminorChannel Partner/ Reseller/ DistributorAll Sport distributes the French beachwear brand Plage du Sud in France and Benelux since 2016. The brand focuses on beach and swim lifestyle products.
• Converse BagsminorChannel Partner/ Reseller/ DistributorAll Sport distributes Converse Bagagerie (bags and accessories) in France, Spain and Portugal since 2018, handled through the Nike and Jordan accessories sales teams.
• European logistics partnersminorOthersAll Sport works with European logistics partners for outbound shipments, collaborating to ensure the right product arrives at the right time in the right place.

Scale indicators5 records

Recent moves11 records

Expansion highlights5 records

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/allsport

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 All Sport group