Lidl is hoping tennis icons Steffi Graf and Andre Agassi can achieve for its sports brand Crivit what Arnold Schwarzenegger is doing for its DIY brand Parkside. This illustrates the sky-high ambitions the discounter has in non-food.
Ambassadors
This month, Lidl is launching a major campaign for its private-label DIY brand Crivit in no fewer than thirty European countries. Crivit’s range varies from bicycles over yoga equipment and fitness tools to functional clothing. According to German trade magazine Lebensmittel Zeitung, Crivit currently has an annual turnover of 1.2 to 1.5 billion euros, but the discounter reportedly wants to set its sights on Decathlon, which is worth more than 15 billion euros in annual sales.
