At Nagano, sports have always been more than just a field of activity. It is an environment we know from the inside, that we live every day, and for which we design concrete solutions. Today, this reality is reflected more clearly than ever with the unveiling of our new brand image.
This change marks an important milestone in the evolution of Nagano and in our way of serving athletes, teams, and sports organizations.
A natural evolution towards multisport
Historically recognized for its expertise in speed skating equipment, Nagano has grown alongside athletes. Over the years, our know-how has expanded well beyond the ice.
Today, we design and develop:
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high-level sports equipment
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customizable technical clothing
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sport and promotional display solutions
Our products are used in several disciplines, including hockey, dek hockey, baseball, volleyball, alpine skiing, and other sports requiring performance, durability, and precision.
Our new image reflects this reality. Nagano officially becomes a multisport brand, while maintaining the high standards that have built our reputation.
A new logo designed for performance and movement
The new Nagano logo has been designed to represent this evolution. The direct reference to skating has been removed to offer a more open identity, capable of crossing multiple sports disciplines.
The symbol represents:
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the N of Nagano
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the universal shape of the start, a key moment common to all sports
Whether on ice, on a field, or on a track, the start symbolizes momentum, focus, and performance. This is exactly what we wanted to embody through this new visual identity.
Sports in our blood
Our slogan, Sports in our blood, perfectly summarizes our approach.
At Nagano, products are designed for and by athletes. Our expertise is experienced on the field, in arenas, on tracks, and in training centers. We work closely with athletes, coaches, and sports organizations to create equipment and clothing that truly meet the needs of modern sports.
This closeness to the sports environment allows us to develop:
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high-performance customizable sports clothing
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technical equipment tested in real conditions
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customizable displays for teams, clubs, and events
Recognized expertise on the international stage
This brand evolution takes place in a particularly strong context for Nagano. The company's equipment, a Quebec company, will be used by the Canadian national team at the upcoming Olympic Games. Additionally, the Nagano speed skating suits will be worn by the French team at the Milan Cortina Games.
This international recognition confirms the quality of our products and the rigor of our development process.
What this means for our clients
For our clients, partners, and sports organizations, this new image means:
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an expanded offering in multisport sports equipment
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customizable clothing designed to the highest standards
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sport display solutions tailored to clubs, teams, and events
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the same demand for quality, performance, and service
Our mission remains the same: to support athletes and sports organizations with reliable, high-performance products designed to last.
Welcome to the new Nagano era
This new image marks the beginning of a new chapter. A chapter where Nagano continues to innovate, evolve, and support sports at all levels.
Whether you are an athlete, coach, parent, club, or sports organization, we are proud to continue supporting you.
Nagano. Sports in our blood.
Shop our new collection now and enter the new Nagano era.