What CRIVIT does

CRIVIT is a private-label sportswear and equipment brand wholly owned by Lidl Stiftung & Co. KG, the German discount supermarket operator headquartered in Neckarsulm. Founded in 2009, CRIVIT offers apparel, footwear, and hardgoods across eight sports categories — fitness, cycling, running, camping and outdoor, water sports, winter sports, team sports, and padel — sold exclusively through Lidl's physical retail stores and country-specific Lidl e-commerce websites across 22+ European markets including Germany, Austria, the UK, Ireland, Italy, France, Spain, the Nordics, and the Baltics. The product range spans low-priced entry-level items such as dumbbells, yoga mats, and t-shirts up through premium offerings including e-mountain bikes and carbon-fiber padel rackets, positioning the brand around 'high-quality gear at the right price' for mass-market active-lifestyle consumers.

The business model is straightforward wholesale-through-parent retail: CRIVIT generates revenue via hardware sales of physical goods at Lidl-set price points, with no subscription component, no direct-to-consumer standalone storefront, and no third-party retail distribution. Pricing is not publicly disclosed and is determined by Lidl's per-country retail strategy. In 2026 CRIVIT executed a notable brand elevation, signing tennis legend Stefanie Graf as global ambassador under the 'Find your move' campaign and upgrading its WorldTour cycling partnership with Lidl-Trek (77 riders across Men's, Women's, Future Racing, and Junior squads) to official partner status, placing the CRIVIT logo on professional racing jerseys. The brand has also expanded into content marketing through training guides, fitness routines, and the 'Why We Try' documentary series.

Underlying technology is limited to standard e-commerce infrastructure; CRIVIT does not operate proprietary software platforms, APIs, or AI/ML systems. Competitive positioning relies on Lidl's distribution scale and purchasing power to underwrite price advantages, supplemented by celebrity and athletic sponsorship for credibility. There is no external investment, no independent funding rounds, no management team disclosure, and no standalone financial reporting — CRIVIT is operationally and strategically integrated into Lidl rather than functioning as an independent enterprise.

Name

CRIVIT

Legal name

Lidl Stiftung & Co. KG

Website

https://crivit.com

Company type

Private

Founded year

2009

Operating status

Operating

Short description

CRIVIT is a private-label sportswear and equipment brand owned by German discount retailer Lidl, selling fitness, cycling, running, outdoor, water, winter, and team sports products exclusively through Lidl stores and websites across 22+ European countries for mass-market active-lifestyle consumers.

Ownership category

akta.pro rank

Product category

Affordable Sportswear and Sports Equipment

NAICS

Sporting Goods Retailers (45911), Sporting Goods Retailers (459110), Shoe Retailers (45821), Clothing and Clothing Accessories Retailers (45811)

SIC

Retail-Apparel & Accessory Stores (5600), Retail-Shoe Stores (5661), Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

Outdoor & Active Lifestyle Apparel Retail (CRAAABAL)

akta.pro secondary industries

Outdoor Performance Footwear & Apparel Retail (Trail/Hike) (CRAMACAI), Ski & Snowboard Protective Gear Retail (Helmets, Goggles, Pads, Back Protectors) (CRAMAJAC), Winter Accessories & On-Mountain Essentials Retail (Hand/Foot Warmers, Packs, Hydration, Sunglasses) (CRAMAJAJ)

Keywords

• Affordable sportswear
• Private-label activewear
• Sports equipment retail
• Cycling fitness gear
• Outdoor recreation apparel

Headquarters

HQ city

Neckarsulm

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Retail Sales - Physical Stores: CRIVIT generates revenue through sales of sportswear, apparel, and equipment via Lidl's physical retail store network across Europe. Products are sold as one-time purchases with no recurring subscription component.
2. Online Sales: Products are available online through country-specific Lidl websites in selected European countries, providing e-commerce revenue alongside physical retail presence.

Go-to-market motion3 records

Distribution channels2 records

Marketing channels5 records

Core offering

CRIVIT designs, sources, and sells affordable sportswear, footwear, and equipment across fitness, cycling, running, camping, water sports, winter sports, padel, and team sports categories. Products are retailed as Lidl's private-label active lifestyle brand across European physical stores and country-specific Lidl e-commerce sites.

Product overview

CRIVIT is a sportswear and equipment brand owned by German supermarket chain Lidl, launched in 2009, offering a comprehensive portfolio of athletic products across multiple categories. The product line includes performance apparel (sports tops, leggings, jackets, shorts), cycling gear (e-bikes, helmets, cycling apparel), fitness equipment (dumbbells, yoga mats, kettlebells), winter sports equipment (ski jackets, helmets, goggles), camping and outdoor gear (trekking shoes, tents, walking poles), water sports products (swimwear, SUP boards, pools), and fun and team sports gear (padel rackets, tennis equipment, badminton sets). The brand positions itself as providing high-quality sports gear at accessible prices, with notable partnerships including cycling team Lidl-Trek (official partner as of 2026) and tennis legend Stefanie Graf as brand ambassador since February 2026. CRIVIT also offers complementary training content including fitness routines, exercise tutorials, and the Why We Try documentary series featuring personal athlete stories.

Differentiator

Problem solved

Functional benefit

Products and services

• CRIVIT Sportswear Athletic apparel including performance shirts, leggings, shorts, jackets, and sports-specific clothing designed for comfort, functionality, and durability across multiple sports disciplines, sold to everyday consumers seeking affordable activewear.
• CRIVIT Cycling Products Cycling gear including e-bikes (E-Mountainbike Peak 709, Urban E-Bike X.3), helmets with rear lights, gravel and road bike helmets, cycling apparel such as jerseys, shorts, and sports tops, marketed to recreational and competitive cyclists.
• CRIVIT Winter Sports Products Winter sports gear including ski and snowboard jackets, ski trousers, helmets, goggles, and protective equipment for skiing, snowboarding, and other cold-weather activities.
• CRIVIT Camping & Outdoor Products Camping and outdoor equipment including tents, sleeping bags, trekking shoes, knitted fleece jackets, walking poles, binoculars, waterproof jackets, and all-weather apparel for outdoor adventures.
• CRIVIT Fitness Products Fitness equipment and apparel including dumbbells, yoga mats, kettlebells, fitness bands, sports leggings, sports tops, and accessories for home and gym workouts.
• CRIVIT Fun & Team Sports Products Team and recreational sports gear including padel rackets, tennis equipment, badminton sets, volleyball, basketball items, and sports apparel for team sports.
• CRIVIT Running Products Running gear including premium running shoes for men and women, running apparel such as performance shirts, sports shorts made with recycled materials, and moisture-wicking socks.
• CRIVIT Water Sports Products Water sports equipment including swimwear, snorkeling sets, inflatable bodyboards, floating water loungers, SUP boards (Basic-Allround-SUP inflatable), SUP E-Fin, neoprene balls, and jumbo leisure pools.
• CRIVIT Padel Products Padel-specific products including padel rackets (Carbon Paddle for Advanced Players, Paddle 3K Carbon PRO, Fiberglass Comfort), balls, apparel, and backpacks for padel players.

Named customers1 record

Segments5 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Three partnerships are on record, tiered core and flagship.

• Lidl-TrekcoreStrategic or Co-development Partner · 21 April 2026CRIVIT serves as the Official Partner of Lidl-Trek, the WorldTour cycling team, expanding its partnership in 2026. CRIVIT provides modern, functional casual teamwear for off-bike training, travel, and everyday use. The CRIVIT logo is prominently displayed on the sleeves of professional racing jerseys. Lidl-Trek comprises 77 riders across four squads (Men, Women, Future Racing U23, Junior Racing U19) and has achieved stage victories at Tour de France, La Vuelta, and Giro d'Italia.
• Lidl Stiftung & Co. KGcoreOthers · 1 February 2026CRIVIT is owned by German supermarket chain Lidl and was launched in 2009. The brand operates as Lidl's private-label sportswear and equipment line, leveraging Lidl's retail infrastructure, supply chain, and distribution network across Europe. Lidl Stiftung & Co. KG is the parent company and data controller for CRIVIT operations.
• Stefanie Graf (Steffi Graf)flagshipGTM or Marketing Partner · 1 February 2026Stefanie Graf serves as CRIVIT's brand ambassador, starring in a global campaign launched in February 2026. As a tennis legend, Graf embodies the brand's values of accessibility, movement, and well-being. Her partnership is described as 'close to her heart' and reflects shared belief that 'movement should be accessible to everyone.' The campaign celebrates the joy of movement and positions CRIVIT as a brand for everyone regardless of fitness level or background.

Scale indicators3 records

Recent moves5 records

Expansion highlights6 records

Broad incumbents

• Nike: Largest global sportswear brand with deep multi-category coverage. While positioned at a higher price tier, Nike's outlet channels and value sub-lines increasingly overlap CRIVIT's consumer segment in Europe.
• Adidas: Global sportswear incumbent with mass-market and premium tiers. Competes with CRIVIT across footwear, apparel, and accessories, though at higher price points and via independent retail rather than discount-grocery channels.
• INTERSPORT: World's largest sporting goods retail chain, operating multi-brand stores across Europe. While INTERSPORT serves an overlapping customer base across most of CRIVIT's product categories, it is brand-aggregator rather than a single private-label operator.

Direct peers

• Sports Direct (Frasers Group): Value-positioned sporting goods retailer specializing in affordable multi-brand and owned-label athletic apparel, footwear, and equipment. Shares CRIVIT's value-segment targeting and broad multi-sport positioning.
• H&M Sport: Mass-market fashion retailer's activewear line, sold at value price points through H&M's global storefront network. Comparable in channel (mass retailer) and category (active apparel/accessories), though narrower in sport-specialized equipment.
• Decathlon: Global multi-sport retailer offering affordable owned-brand sporting goods across apparel, footwear, and equipment. CRIVIT competes for the same value-conscious, multi-sport active-lifestyle consumer, though Decathlon operates through dedicated stores rather than grocery distribution.
• Aldi (Crane Sports / private-label activewear): Direct discount-grocery competitor of Lidl with comparable private-label activewear and outdoor lines (e.g., Crane). Operates an essentially identical private-label-at-discount-grocer model across European markets, making it CRIVIT's closest channel-structural peer.
• Primark Activewear: Value fashion retailer's expanding activewear range, sold through mass-market physical stores across Europe. Similar in channel positioning and value-tier consumer targeting to CRIVIT, though with a fashion-led rather than sport-led assortment.

Regional players

• Karstadt Sports: German sporting goods department store chain serving the DACH region with multi-brand sports apparel, footwear, and equipment. Comparable product categories and German market overlap, though operates as a traditional retailer rather than a private-label discounter.

Others

• Parkside (Lidl DIY private label): Lidl's sibling DIY/tools private-label brand. Operates under the identical corporate parent-distribution model as CRIVIT, making it directly comparable as a brand-management template for portfolio extension or category benchmarking.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

Compliance1 record

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 CRIVIT