Lidl and Steffi Graf launch sports brand Crivit

Lidl announces the launch of an international partnership with Stefanie Graf for the sports brand Crivit. The campaign will run from February 14, 2026 in over 30 countries under the motto "Find Your Move". The former world-class tennis player will become a brand ambassador for a democratic approach to sport and exercise.

From peak performance to holistic well-being

What Crivit and Stefanie Graf have in common is the conviction that an active lifestyle is not the result of pressure to perform, but of joie de vivre, openness and relief. After winning 22 Grand Slam tournaments, 377 weeks at the top of the tennis world rankings and being the only person in the world to date to win a Golden Slam, Graf's view of sport has evolved: away from comparison and peak performance and towards holistic well-being of body, mind and soul.

"For me, exercise is much more than just training or performance - it's a part of quality of life and joie de vivre that I want to pass on to as many people as possible," says Stefanie Graf. "The collaboration with Crivit, Lidl and the Schwarz Group is close to my heart because the brand shares my conviction that exercise should be accessible to everyone. With its diverse range, Crivit offers outstanding quality at the best price."

Democratic access to sport

With Crivit, Lidl is pursuing a democratizing and inclusive approach. With its high-quality yet attractively priced range, the brand is aimed at people of all ages and activity levels. The range includes both sports equipment and clothing for a variety of sports. The current campaign focuses on camping and outdoor, cycling, fitness, running as well as fun and team sports.

"With the launch of the Crivit brand, we are continuing our strategy of building strong and convincing anchor brands in defined need categories that make the legendary 'Lidl is worth it' promise tangible every day on the basis of a high-performance, broad product range," explains Jens Thiemer, Chief Customer Officer at Lidl International. Following the successful establishment of the own brand Parkside in the DIY and garden sector, Crivit is now opening up one of the most relevant categories for a fulfilled and better life: sport, leisure and exercise.

Broad-based media offensive

Bram van der Valk, Chief Customer Officer at Lidl Switzerland, emphasizes: "The mission we are pursuing with our sports brand Crivit is deeply rooted in our strategy as a smart discounter: we want everyone in Switzerland to be able to afford high-quality and attractively priced sports clothing and equipment." By collaborating with world-class athlete Stefanie Graf, the aim is to inspire even more people to lead a life full of activity and exercise and bring sport into the mainstream of society.

The campaign is supported by a broad-based media offensive and a diverse marketing and channel mix.