Behind-the-scenes story of the rise of Finnish Rukka brand

For many internationally renowned companies, behind the company's name change, there are always many little-known stories. The famous Finnish sports brand RUKKA, the protagonist of this story, is no exception! From AB Sportsbekladnad Urheiluvaatetus Oy to RUKKA Products Oy to RUKKA Oy, the company changed its name to witness the entire history of RUKKA's transformation and was the accumulation and crystallization of RUKKA's half-century growth.

Stepping out of Finland, Jianbu Nordic

Enthusiastic sports Finns Roger Storling, with his keen sense of business, set up AB Sportsbekladnad Urheiluvaatetus Oy in Kokkola, a beautiful town on the western coast of Finland, to start his entrepreneurial journey. At the beginning of the company’s establishment, due to the post-war reconstruction in Finland, it was difficult to get out of economic difficulties in a short period of time. The relatively expensive jogging apparel had a smaller market space in Finland, but the survival and development of the company required a large enough market to support it. G. Steinen turned his gaze to Sweden, a neighboring country with a more developed economy. In order to facilitate the transit trade of goods, he named the company AB Sportsbekladnad Urheiluvaatetus Oy. According to the law of Finland at that time, the company name must be the Finnish company Osakeyhtio or its abbreviation OY in the company name, or the Swedish Altiebolag or its abbreviation AB, so OY appears in the counterparty, the trading country is usually Finland, the counterparty AB appears in the trading country is generally Sweden or Finland. Business-savvy Rog Steining puts AB and Oy in the name of the company at the same time, providing a great deal of convenience for simplifying trade procedures between the two parties.

With the post-war reconstruction and rapid economic growth in Finland, AB Sportsbekladnad Urheiluvaatetus Oy's products have extended from the earliest jogging apparel to the fields of skiing, golf, racing, outdoor, and raincoats; the tentacles of the market have expanded from the original Finland and Sweden to the entire Northern Europe has become the most representative individual sports brand in Northern Europe. The headquarters has also moved from the small town of Kokkola to the famous Lahti city center of winter sports. The company has officially entered the brand development track.

In 1966, in commemoration of the great contribution made by the founder of the brand Roger Storling (Rukka), the company formally changed its name to RUKKA Products Oy and launched RUKKA as the name of the product. The emergence of Products (product business group) means that the company will use the movement as the main axis to carry out diversification of concentric circles and broaden the depth and breadth of products. With RUKKA Products as the company name, the first strategic transformation of RUKKA is officially sounded. horn.

Breaking Butterflies, Global Marketing

In the late 1970s, countries such as Europe and the United States took the lead in setting off a wave of economic globalization. Global marketing is in the ascendant. How to develop competitive global marketing in the context of the “Global Village” is a step toward internationalization of RUKKA Products Oy. The primary concern is the basic issue. Whether the brand surrounding RUKKA is a globalization or localization issue, RUKKA executives have heated discussions. In 1981, in order to simplify and standardize the brand name, the company changed its name to RUKKA Oy and launched a new logo. The company added a flag on the basis of the original logo and officially became the only visual symbol of the corporate brand and product brand, which not only avoided the loss of brand equity, but also subtlely incorporated the Finnish elements. The logo of the logo is derived from navigation. The logo is based on the cross of the flag of Finland. The basic colors are based on the dominant colors of white, red, blue and yellow. The symbol of ice and snow in Finland is white; the spirituality of the kingdom of the thousand lakes is symbolized in blue; the symbol of abundance is in yellow; and the vitality is symbolized in red. The new logo ensures RUKKA's global expansion while highlighting Finland's origin culture, which is also the result of the rise of independent brand awareness in Finland.

In the same year, the main members of the Roger Steining family gradually withdrew from the company's management, family management was replaced by the modern company system, and the company made a timely and comprehensive summary of brand culture. RUKKA was given a brand-new idea. After nearly half a century of smelting, RUKKA is not only a symbol of a personal high-end comprehensive sports brand, but also represents an attitude and style of life. In the eyes of RUKKA consumers, RUKKA has become a badge of taste and identity. It is an abbreviation of Regal, Unfailing, Kudos, Kinetic, Accomplishment (R-regal: Luxurious, U-unfailing: Enduring, Eternal) K-kudos: glory, fame, K-kinetic: professional sports, A-accomplishment: achievement).

RUKKA stands for glory and fame, emphasizing the meticulousness of every product, symbolizing a creation of honor and dignity; RUKKA is a sport that seeks new changes in the movement to the world; RUKKA is enduring and timeless. , like the crown of the diamond, shining bright; at the same time RUKKA represents the achievement, a simple and inherent charm, self-confidence and calm, subtle and reserved; RUKKA is like a classic re-interpretation of classics, A brief history of modern Europe's elegance and passion for sports, technology and fashion is chronicled.

According to the brand manager Hannu Malinen, in 1981, RUKKA embarked on a global expansion centered on brand culture. The simple and elegant style of Northern Europe was interpreted by RUKKA to the extreme, with the concept of "Wear it and enjoy" for those sports. Enthusiasts provide professional, comfortable, free and full of humanized clothing. By the end of 1990, RUKKA had 4,000 outlets in Europe and the United States. In 1990, it became an independent brand under L-Fashion, a famous professional sports brand in Europe. After entering the RUKKA brand capitalization operation, globalization has accelerated. In March 2006, RUKKA landed in China, the world’s third-largest consumer of luxury goods, and RUKKA has completed its globalization and Scandinavian style.