CRIVIT, the sportswear and physical activity brand owned and exclusively distributed by Lidl, has announced an international partnership with tennis icon Stefanie Graf. The former world number one is the face of the new “Find Your Move†communication campaign, launched in February 2026 across multiple European markets.
This collaboration follows CRIVIT’s identity rebranding in May 2025, which aimed to position the label as a reference for accessible physical activity in Europe.
1. The “Find Your Move” Strategy
The omnichannel campaign, featuring the German tennis legend, focuses on the core values of the brand:
- Accessibility: Encouraging sports participation for everyone, regardless of skill level or budget.
- Omnichannel Reach: The campaign is being deployed simultaneously across digital platforms, TV, and Lidl’s extensive physical retail network.
- Brand Positioning: By associating with Graf, CRIVIT transitions from a “discount private label” to a credible sports equipment brand capable of competing with established players.
2. Intergenerational Appeal
Choosing Stefanie Graf is a calculated move by Lidl to bridge the gap between different demographics:
- Credibility: Graf’s storied career provides immediate athletic legitimacy to CRIVIT’s product performance.
- Broad Demographic: Her image resonates with older fans who remember her dominance, as well as younger consumers who view her as a timeless icon of discipline and wellness.
3. European Market Ambitions
The partnership is a key component of Lidl’s broader strategy to dominate the “accessible wellness” sector in Europe. By using a high-profile German ambassador, the brand aims to strengthen its foothold in its home market while leveraging Graf’s global recognition to drive sales in France, Spain, and Italy, where Lidl’s sports category has seen significant growth in recent years.