This year’s Most Innovative Brand 2012 awards were presented on 10 May in Cologne.The title “Most Innovative Brand 2012” is the highest award presented annually by the German organisation Plus X Award. The award-winning brands are distinguished by their outstanding achievements in the areas of quality, design, user experience, functionality, ergonomics and environmental consciousness.
Since 1945, when the first wooden Elan skis were created, every season we have offered athletes new features and improvements that dictate trends on ski slopes around the world. On the global level, Elan’s greatest achievements have included carving skis (1990), which completely redefined skiing, WaveFlex (2006), a technology that provides high torsional stiffness and simultaneously improves the skis' bending ability, and Amphibio (2011), an original technology that uniquely combines a powerful edge grip and easy turning – for safe and smooth skiing.
Leon Korošec, Member of the Management Board: “We’re pleased that the Plus X jury recognised our investments in and commitment to innovation and granted us the award for the most innovative sports equipment brand for our long-standing work in this area. We firmly believe that new products and technologies are a key response to meeting the challenges of today’s market conditions, and we intend to continue to work like this even in the future.”
Luka Grilc, Elan Brand and Product Director: “Elan has always been innovative, particularly in terms of unique products, sophisticated design and outstanding skiing performance. This award is a validation of our strategy and serves as proof that the other activities related to marketing the Elan brand are also exceptionally innovative and, above all, recognisable. Our vision is to become number one in sporting goods innovation, and the Plus X Award is a good basis for the future. It is also a tribute to all of our employees, whose work passion makes them an essential part of the Elan brand.”
Besides Elan, the awards in other categories went to Adidas, Mercedes-Benz, Sony, Fuji, Blackberry etc.