OUR BRAND MISSION TO INSPIRE PEOPLE TO MOVE FREELY ON WHEELS

DISTILLS THE BRAND’S ESSENCE AND OUR REASON FOR BEING


To Inspire
conveys all the ways we motivate people to skate: messaging that excites or surprises or gets people to think about the sport — and the brand — in a new light.

People
is, intentionally, a broad, inclusive term. It encompasses anyone who is skating now, or should be. Our audience is as large as the sport.

To Move Freely
reinforces the graceful, flowing uniqueness of skating. It signals the deeply satisfying and personal feeling of moving under your own power,on your own time, in your own style.

On Wheels
literally grounds the motion in skating and specifies our core work.


OUR VISION: THE WORLD IN MOTION THROUGH SKATING.

Imagine what the world would look like if Rollerblade were successful in executing its mission — a world changed through healthier people, stronger communities, less congestion, less pollution, more joy, deeper interaction with human, physical life. Not a small vision.

BRAND PRINCIPLES: AUTHENTIC. PROGRESSIVE. EXPERIENTIAL.

These principles are the pillars of the Rollerblade mission. They are filters through which we decide and defend all brand and product decisions. Our brand principles drive everything we do and everything we make

ROLLERBLADE HISTORY

一切成功都都始于传说中的第一双直排轮滑鞋,这可追溯到1700年,一位荷兰人试图通过模拟制作冰鞋,将木条与木制轴承安装在了他自己的鞋上。

1863年,美国开发了第一双双排轮滑鞋,这很快这成为了当时轮滑鞋的标准,而直排轮滑鞋被迅速淡忘。直排轮滑鞋偶尔会出现,但这个概念在当时还未受到人们的关注。

鉴于当时的技术,直排轮滑鞋在功能方面不能与传统滚轴溜冰鞋相比。到1930年,溜冰鞋在社会需求中占据了永久的位置。但是过了29年多,直到1959年,有人大量生产金属四轮轮滑鞋。下一个重要的发展于1973年时,轮滑鞋被进一步完善,采用了由聚氨酯轮的产品广受欢迎。

1980年,两个在明尼苏达的曲棍球球员兄弟发现了直排轮滑鞋,他们在一家体育用品商店翻箱倒柜的寻找,并决定这一设计将成为一个理想的曲棍球淡季训练工具。 他们改进了轮滑鞋,并开始在其父母家的地下室明尼阿波利斯装配第一双直排轮滑鞋。同一年,当他们创办的公司就是罗勒布雷德®。

曲棍球球员们很快就交上了好运,夏天他们在明尼苏达州的道路上滑行。在北欧与阿尔卑斯山滑雪的人们迅速将罗勒布雷德的轮滑鞋作训练装备。80年代初期业务开始增长,但当时直排轮滑市场并未迅猛发展。

直排轮滑在80年代中期由于策略营销的效果而成为一项新型运动,基层推广策略是在佛罗里达州的迈阿密海滩与加利福尼亚的威尼斯海滩雇人营销。

通过80年代中期到80年代后期,直销方式被罗勒布雷德淘汰,取而代之的是通过体育用品零售商销售。

随着80年代接近尾声,罗勒布雷德通过直排轮滑的一系列活动、竞赛以及其他体育活动进一步扩大了市场,其中也包括时尚的极限轮滑。

此外,传统的营销策略和积极的公共关系计划,使轮滑一跃成为主流运动。

在90年代初,国际销售渠道通过几家经销商得以实现。同时,贝纳通集团旗下的Nordica品牌收购了50%的股份。主要消费产品公司的交叉推广为这项运动给与市场与公众一个信任度,比起历史上任何一项运动,轮滑的知名度与参与度迅速飙升。 90年代在轮滑鞋技术的巨大进步下,市场与此行业被更进一步扩大。如同我们的创新技术─ABT刹车一样,更轻盈、坚固的材料,更低价格以及科技技术使得轮滑运动获得所有年龄层的人们的喜爱,也被各种竞技水平的运动员所接受。
Hockey players were soon turning heads as they glided down Minnesota roads in the summer. Nordic and Alpine skiers were also quick to adapt Rollerblade skates to their training regimens. Business grew during the early 80's, but the in-line skate market was undeveloped and limited geographically.
Strategic marketing efforts were introduced in the mid-80's to position in-line skating as a new sport, and grass roots marketing tactics were employed in Miami Beach, FL, Minneapolis, MN, and Venice Beach, CA.

Through the middle 80's to late 80's, direct sales were eliminated as Rollerblade sought distribution through sporting goods retailers.

As the 80's came to a close, Rollerblade expanded the market further through in-line skating events, competitions, and other activities specific to the sport; including the new trend of aggressive skating.

In addition, traditional marketing tactics and an aggressive public relations plan catapulted skating into the mainstream. In the early 90's, international distribution was first realized with the establishment of several distributorships. Also, in 1991 Nordica, a member of the Benetton Group, purchased a 50% stake in the company. Cross-promotions with major consumer product companies gave credibility to the market and publicity for the sport was at an all-time high as popularity soared and participation grew faster than any sport in history. The 90's were filled with further expansion of the market and industry, which was spurred by great strides in skate technology. Lighter, stronger materials, lower pricing, and technologies such as our revolutionary ABT® brake, continued making skating more accessible to people of all ages, and athletic ability.

Rollerblade® Distributors

italia

usa

canada

Deutschland

France

Schweiz

Österreich

United Kingdom

Sverige

Suomi

Norge

Australia

New Zealand

Polska

中国

España

Hrvatska

Brasil

Srbija

日本

CZEK REPUBLIC

Türkiye

Through the years, Rollerblade® has achieved several industry firsts, such as the use of polyurethane boots and wheels, metal frames, dual bearings and heel brakes.

In addition, Rollerblade® has achieved the following industry firsts:

在轮滑行业内领先多年,罗勒布雷德取得了如聚氨酯靴和车轮,金属架,双轴承和后跟刹车使用的多个行业第一。 此外,罗勒布雷德取得了以下行业第一:
- 通风外壳/透气内衬
- 扣封的SystemC
- “芯”轮设计
- 刻度刹车设计
- 极限轮滑鞋/特技轮滑鞋
- 获奖的刹车系统 - 先进的刹车系统(ABT生根粉)®
- 为女性特殊设计的轮滑鞋
- 工具较少,按钮的可调节儿童滑板
- 可调温材质的内衬保持脚部冷却和干燥);

BRAND PRINCIPLES AUTHENTIC. PROGRESSIVE. EXPERIENTIAL.

These principles are the pillars of the Rollerblade mission. They are filters through which we decide and defend all brand and product decisions.

Our brand principles drive everything we do and everything we make

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ROLLERBLADE IS A DIVISION OF TECNICA GROUP S.P.A.
Company subordinate to the management and coordination of Sintesi Holding S.r.L.
Based in Giavera del Montello (TV) - Via Fante d’Italia n. 56 | Share Capital € 25,000,000.00 fully paid up
Company registered under no. 78175 R.E.A. of Treviso. | Business Register and Tax Code 00195810262