Daedo

What Daedo does

Daedo is a Barcelona-based, privately held martial arts equipment manufacturer and e-commerce retailer founded in 1983. The company designs, produces, and sells uniforms (doboks, karategis, judogis), protective gear (trunk protectors, head gear, shin and forearm guards, groin guards, mouthguards), belts, training accessories, and sportswear across multiple martial arts disciplines — primarily Taekwondo (WT and ITF), Karate (WKF), and Judo (IJF), with additional categories in Hapkido, Kung Fu, Taichi, Kendo, and Boxing & MMA. Its most differentiated capability is the in-house Gen3 Player Scoring System (PSS), an electronic protection and scoring platform comprising sensor-equipped body protectors, E-head gear, TK-STRIKE transmitters, and receivers used in official World Taekwondo competitions.

The business operates primarily through a direct-to-consumer Shopify storefront at daedo.com, with localized storefronts and currency support for more than 50 countries across Europe, the Americas, and Asia Pacific, complemented by a B2B distributor network surfaced through a 'Find Your Distributor' page. Revenue is generated predominantly through one-time product purchases with unit pricing ranging from approximately $3 (badges, flags) to $344 (premium competition doboks), supplemented by a recurring Daedo Points loyalty program (1 point per €10 spent, redeemable for €10 discounts) and quote-based embroidery and customization services. Official approvals from four major international federations — WT, ITF, WKF, and IJF — function as the company's primary regulatory moat, while brand ambassadors including Lauren Williams, Vito Dell'Aquila, Lee Dae Hoon, Eva Pérez, and Damián Quintero provide endorsement-led brand visibility in competition circuits.

Name

Daedo

Legal name

Daedo

Website

https://daedo.com

Company type

Private

Founded year

1983

Operating status

Operating

Headcount range

51–100 employees

Short description

Daedo is a Barcelona-based, privately held martial arts equipment manufacturer founded in 1983, selling Taekwondo, Karate, and Judo apparel, protective gear, and proprietary electronic scoring systems to practitioners and federations worldwide via DTC e-commerce and a distributor network.

Ownership category

akta.pro rank

Product category

Martial Arts Equipment

NAICS

Leather and Allied Product Manufacturing (316)

SIC

Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

Combat Sports Gyms (Boxing, Kickboxing, Muay Thai) (HSADADAB)

Keywords

• Martial arts equipment
• Taekwondo uniforms
• Karate protective gear
• Electronic scoring systems
• Judo apparel

Headquarters

HQ city

L'hospitalet De Llobregat

HQ country

Spain

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Product Sales: Direct e-commerce sales of martial arts equipment including doboks (uniforms), protective gear, belts, training equipment, and electronic scoring systems through their Shopify storefront. One-time purchase model for individual products with pricing ranging from approximately $3 to $344 per item.
2. Daedo Points Loyalty Program: Rewards program where customers earn 1 point per €10 spent. Once reaching 100 points, customers receive a €10 discount code. Powered by BLOY Loyalty Rewards.
3. Customization Services: Embroidery and customization services on selected products including name, surname, country, or flag embroidery on doboks and belts. Quote-based pricing through [email protected].

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels6 records

Core offering

Daedo designs, manufactures, and sells martial arts equipment globally, including officially approved doboks, karategis, and judogis, a full range of protective gear (trunk protectors, head gear, shin and forearm guards, groin guards, mouth guards), training accessories, and belts. Its core differentiated offering is the proprietary Gen3 and Gen2 PSS (Player Scoring System) electronic scoring technology — sensor-equipped body protectors, E-head gear, TK-STRIKE transmitters, and receivers — used in official World Taekwondo competitions.

Product overview

Daedo is a martial arts equipment company with over 35 years of experience, specializing in apparel, footwear, and protective equipment for multiple martial arts disciplines. The product portfolio is organized as a multi-category e-commerce platform offering: (1) Electronic Scoring Systems - the core differentiated technology including Gen3 and Gen2 PSS (Protective Scoring System) with electronic body protectors, head gear, sensor socks, transmitters, and receivers; (2) Taekwondo Division - covering WT (World Taekwondo) and ITF (International Taekwondo Federation) approved doboks, protections, belts, and training equipment; (3) Karate Division - including karategis (training, kumite, kata categories), WKF-approved protections, and karate belts; (4) Judo Division - judogis in basic, competition, and IJF-approved categories plus belts; (5) Other Martial Arts - Hapkido, Kung Fu, Taichi, and Kendo equipment; (6) Training Equipment - coaching mitts, dummies, bags, and fitness accessories; (7) Sportswear - athletic apparel, shoes, and bags. The company also offers embroidery and customization services on selected products.

Differentiator

Problem solved

Functional benefit

Brands

• Team Daedo: Athletes sponsored by Daedo including Lauren Williams, Vito Dell'Aquila, Lee Dae Hoon
• Daedo Points
• TK-STRIKE
• Daedo Barcelona

Products and services

• GEN3 Electronic Protection System Third-generation electronic scoring system for World Taekwondo competitions, comprising electronic body protectors, E-head gear with sensors in valid scoring areas, TK-STRIKE transmitters for head and body, and receivers. Available in red and blue for competition. Sold to federations, event organizers, and elite competitors.
• GEN2 Electronic Protection System Second-generation electronic scoring equipment for Taekwondo including sensor socks, E-head gear with mask for cadets, E-trunk protectors, and charging equipment.
• WT Doboks (Taekwondo Uniforms) Taekwondo uniforms approved by World Taekwondo (WT), available in Basic, Competition, Master, Poomsae, and Color categories. For WT-registered competitors and practitioners.
• ITF Doboks International Taekwondo Federation (ITF) approved uniforms made from cotton-polyester blend, featuring the ITF seal with blue seal and yellow cuff, designed for training and competition.
• WT Protections Protective gear for World Taekwondo competitions including trunk protectors, head gear, shin guards, forearm guards, and groin guards in reversible blue/red colors.
• Taekwondo Protections General Taekwondo protective equipment including chest protectors, head gear, shin guards, forearm guards, and mouth guards for training and competition.
• Karategis Karate uniforms available in Training, Kumite, and Kata & Master categories, with various competition-level options including WKF-approved gear.
• Karate Protections WKF-approved protective equipment for karate including head gear with mask, fingerless gloves, shin instep guards, body protectors, and groin guards.
• Judogis Judo uniforms available in Basic, Competition, and IJF Approved categories for training and competition use, including IJF WHITE and IJF SLIM FIT BLUE competition models.
• Taekwondo Belts Handmade Taekwondo belts in various colors (white through black) and sizes for kids, juniors, adults, and black belts, with customization options available.
• Training Equipment Martial arts training gear including coaching mitts, pads, dummies, standing bags, breaking boards, skipping ropes, weighted bands, and leg extensers.
• Sportswear and Sport Bags Athletic apparel including outerwear, padded vests, T-shirts, tracksuits, jackets, polos, shoes, and sports bags under the Daedo brand.
• Hapkido/Kung Fu/Taichi/Kendo Equipment Specialized equipment and uniforms for Hapkido, Kung Fu, Taichi, and Kendo martial arts disciplines.
• Embroidery and Customization Service Embroidery and customization service on selected products including name, surname, country, or flag embroidery on doboks and belts, with quote-based pricing.

Quantifiable outcome

• Products used by elite athletes including Olympic competitors and world champions

Named customers5 records

Segments6 records

Ideal customer profiles6 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Four partnerships are on record, tiered core.

• World Taekwondo (WT)coreStrategic or Co-development Partner · 1 January 1983Daedo specializes in Taekwondo equipment manufacturing with WT-approved products. The company has been in the martial arts sector for over 35 years, starting in 1983, and offers a wide range of WT-approved doboks, protections, bibs, and training equipment.
• International Taekwondo Federation (ITF)coreStrategic or Co-development PartnerDaedo offers officially approved ITF Taekwondo products including doboks made from high-quality cotton and polyester blends with the distinctive ITF logo and 'Approved' certification.
• World Karate Federation (WKF)coreStrategic or Co-development PartnerDaedo provides WKF-approved karate protective equipment including head gear with mask, fingerless gloves, shin instep guards, body protectors, and groin guards for official competitions.
• International Judo Federation (IJF)coreStrategic or Co-development PartnerDaedo offers IJF-approved judogis including the IJF WHITE and IJF SLIM FIT BLUE models for official judo competitions.

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Mooto: Mooto is a South Korean Taekwondo brand offering doboks, sparring gear, and footwear with WT approvals, making it one of Daedo's most direct global competitors in the Taekwondo equipment category.
• Venum: Venum is a combat sports equipment specialist covering MMA, boxing, Muay Thai, and BJJ gear, overlapping with Daedo's boxing/MMA category and adjacent to its Taekwondo/karate product lines.
• KP&P: KP&P produces electronic scoring systems (PSS) for Taekwondo competitions, directly competing with Daedo's Gen3 and Gen2 electronic scoring products in the B2B federation and event organizer channel.
• Budo-Nord: Budo-Nord is a Scandinavian martial arts equipment manufacturer covering judo, karate, jiu-jitsu, and taekwondo uniforms and gear, serving similar federation-approved competition markets as Daedo across Europe.
• Top Ten: Top Ten is a German martial arts equipment brand producing karate, taekwondo, and kickboxing gear including WKF and WT approved protections and uniforms, directly overlapping with Daedo's federation-certified product lines.
• Hayabusa: Hayabusa manufactures martial arts gloves, protections, and apparel across MMA, boxing, and karate, competing with Daedo in the combat sports protection category with overlapping distribution in gyms and retail.
• Kwon: Kwon is a German manufacturer of Taekwondo equipment including doboks, protections, and electronic scoring systems (PSS), directly competing with Daedo across the same WT/ITF-approved product categories and federation-certified distribution channels.
• Fairtex: Fairtex is a Thai-based manufacturer specializing in Muay Thai and combat sports equipment including gloves, shin guards, and shorts, with adjacent overlap to Daedo's boxing and MMA product categories.

Broad incumbents

• Century Martial Arts: Century Martial Arts is a US-based broad distributor and manufacturer of martial arts uniforms, gear, and training equipment across karate, taekwondo, judo, and other disciplines, serving the same practitioner base as Daedo through B2B/B2C channels.
• Adidas Martial Arts: Adidas produces karate, judo, and Taekwondo uniforms and protections as part of its broader sporting goods portfolio, leveraging global brand recognition and distribution to compete with specialist brands like Daedo at the premium and entry levels.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/daedo
• YouTubeyoutube.com/@daedointernational
• Facebookfacebook.com/daedo.official
• Instagraminstagram.com/daedo_official

Revenue estimate

Valuation estimate

Number of profiles

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 Daedo