Martini Sportswear: the story behind the brand

| Inside Martini Sportswear

Did you know that Martini Sportswear used to be a one-man show? Or that the company revolutionised the world of ski touring clothing with their Powerstretch trousers? No? Then it’s time to find out more about the company history! We have compiled the brand’s most important milestones for you …

From one-man show …

Everything started out with a pair of trousers. More precisely, with Martin Hornegger senior opening a made-to-measure tailor’s shop for sports trousers in Annaberg, Salzburg back in 1958. His products: classic men’s ready-made clothing. His tools: one single sewing machine.

Among other products, he manufactured jump suits for the Austrian ski jumping national team and did contract work for various Austrian sports brands. Eventually, Hornegger also started his own small sports collection.

Read the full story behind Martini Sportswear – including the origins of the company’s name!

… to international sportswear company

From trousers to an entire sports collection encompassing 300 different pieces of clothing – welcome to the present! To keep up with the enormous growth of the past years, Martini Sportswear gradually outsourced their production to several locations across Europe.

Today, the company is an international, innovative, family-run company with nearly 40 employees. Every day, the Martini family is doing their best to offer their customers top-of-the-line quality and stellar service. The result: outdoor clothing with top functionalities, a cool design and unrivalled quality.

What we stand for: Martini Sportswear is about more than just the brand and its products. It’s about a way of life and about our customers’ and employees’ shared passion for sports. Feel the Martini experience!

Anything’s possible!

In 2021, practically anything is possible when it comes to producing clothes. Materials have become more lightweight and more functional. Digitalisation has accelerated processes and developments. Financial frameworks offer more room for innovation.

The advent of hi-tech materials

What used to be unimaginable has become indispensable: Technologies like laser cut, bonded elements and taped seams have revolutionised the processing of garments. Materials have been developed that keep your body warm or cool, while at the same time being highly elastic and breathable. Back in the days, materials like loden, corduroy or fleece were used for the production of clothes, later followed by high-quality stretch fabrics for ski pants.

The importance of Powerstretch trousers for ski touring

The invention of Powerstretch trousers was the driving force behind the company success of Martini Sportswear. The trousers constituted a new generation of sportswear: sporty and fitted, first available as leggings, later with facings on the front and the well-known reflective trims.

A perfect product was combined with perfect timing. After all, the trousers were developed at a time when the ski touring sport took its first baby steps. This allowed the brand to accompany the sport from the get-go – up until today.

Challenges in the past and present

During the course of time, the challenges that Martini Sportswear has to face have changed:

Challenges in the past:

  • little brand recognition
  • lack of financial resources
  • sales presentations exclusively on site

Challenges in the present:

  • increased market development speed
  • short development times and a growing number of products
  • keeping up the supply chain and logistics
  • dealing with industry pressure and complying with regulatory requirements
  • standing up to competing corporations as a family-run company 

Faster, better, bigger! The biggest challenge of all is to continue to make a lasting impression on the apparel industry based on our values.

Back then and today – lasting values and aspirations:

Martini Sportswear has always stayed true to its company philosophy, which encompasses the following:

  • high quality awareness
  • a passion for the product and for sports
  • love of detail
  • a shared spirit and enthusiasm of the people behind the product
  • continuous strengthening of the brand and Establishment on the market
  • always giving one’s best, never giving up
  • production mainly in Europe
  • great importance of customer satisfaction
  • pride and gratefulness for the market visibility of our products

Sustainability as a constant companion

Sustainability has always been an important issue for Martini Sportswear. We place great importance on producing in and Europe as well as on short supply chains, fair working conditions and fair pay. Of course, we also care about transparent business relationships.

In the past years, we have increased our use of sustainable raw materials such as Tencel, Sorona and wool. Other milestones include the use of recycled fibres and PFC-free clothing.

Find out more about sustainability at Martini Sportswear!

Target group: wider and more diverse

In line with today’s market developments, the target groups have also changed. For instance, the importance of leisure time and the popularity of outdoor sports have grown significantly. Fitness and health play an important role for many people.

The ski touring segment in particular took off like a rocket. Due to the coronavirus pandemic, the sport experienced a real boom in 2020. Consequently, the demand for ski touring clothing by Martini Sportswear has risen too.

Talking about ski touring: Have you seen our handy pack list for day tours?

Martini Sportswear for all types of outdoor enthusiasts

Generally speaking, functional and outdoor clothing is used much more widely today than it was a couple of years ago. Today, our collections are so multifunctional that they are suitable for all types of outdoor activities. If you love to be active out in nature, whether it’s in summer or in winter, you’ll find the perfect outfit with Martini Sportswear.

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