Sweet Protection Strengthens Sales and Marketing Teams for Germany and Central Europe

Norwegian outdoor and action sports brand Sweet Protection has announced a dual expansion of its European operations, appointing two industry professionals to key leadership roles within its sales and marketing divisions.

The strategic hires come as a direct response to the brand's recent growth. The personnel expansion is designed to solidify Sweet Protection's presence in its core cycling and winter sports sectors, with a heavy emphasis on deepening partnerships with specialist retailers and growing its local communities.

Direct Sales Leadership for Germany and Austria

To spearhead its commercial operations in two critical European markets, Sweet Protection appointed Benedikt Nöth as the Country Sales Manager for Germany and Austria.

Nöth joins the brand with over a decade of specialized experience spanning the outdoor, biking, and winter sports industries. Throughout his career, he has driven sales, brand building, and business development for a notable roster of international brands, including:

• Movement Skis

• 7mesh

• Hydrapak

• Enervit

In his new capacity, Nöth will leverage his core expertise in key account management, selective distribution, and localized go-to-market strategies to better serve retail networks across Germany and Austria.

Focused Marketing & Community Building for Central Europe

On the marketing front, Anin Sophie Schüller officially joined the brand on July 1, 2026, stepping into the role of Retail Marketing, Community and Marketing Coordinator for Central Europe.

Schüller brings corporate experience from previous roles at prominent companies, including outdoor brand Ortovox and consulting firm Mercer. At Sweet Protection, her responsibilities will center on creating direct touchpoints with both retailers and end-consumers. Her primary directives include:

• Implementing targeted regional marketing campaigns.

• Supporting and managing key retail partners.

• Organising high-impact local events, such as ski days, community bike ride-outs, and trade fair exhibitions.

Future Outlook

By anchoring its Central European team with dedicated experts in both retail infrastructure and consumer activation, Sweet Protection is well-positioned to accelerate its momentum. Moving forward, the brand’s focus remains clear: building close, reliable collaborations with specialist retailers while simultaneously fostering a passionate, highly engaged community of cyclists and winter sports enthusiasts across the continent.