Lidl expands visibility of Crivit sports brand

Lidl is increasing the visibility of its private sports and leisure brand, Crivit, as part of a broader strategy to establish anchor brands in specific consumer categories. While Crivit has previously been known primarily through rotating promotional offers, the retailer intends to transition the brand toward a more permanent presence in its assortment.

Crivit offers apparel and equipment for various activities, including fitness, cycling, camping, running, and water sports. The brand is distributed across several European markets. This move follows Lidl's existing strategy of using private labels, such as Parkside for hardware and gardening, to build higher-margin non-food segments.

To bolster the brand, Crivit has engaged in various sporting partnerships and product developments. This includes serving as the ‘Official Community Partner’ for the CUPRA Germany Premier Padel P2 tournament in Düsseldorf in October 2026 and releasing a limited-edition padel racket developed in collaboration with Steffi Graf.