NEW WAVE Group from Sweden agrees to acquire uhlsport GmbH
– uhlsport remains independent and continues its growth strategy
Balingen, August 31, 2026
The Swedish New Wave Group AB has acquired German-based uhlsport GmbH. Through this strategic partnership, uhlsport GmbH becomes part of an internationally successful group of companies which, alongside many other businesses and brands, also includes the renowned Swedish team-sports and sports-fashion brand Craft.
uhlsport GmbH will maintain its independence within the New Wave Group AB. The company’s headquarters will remain in Balingen. The established brands uhlsport and Kempa will continue to operate independently and will be developed further as before. The existing management team will remain in place, with Melanie Steinhilber continuing in her role as CEO and leading the company’s strategic development.
“This acquisition represents a great opportunity for uhlsport GmbH. We will remain independent with our brands uhlsport and Kempa while gaining additional strength for our international development. At the same time, this marks the end of a very special chapter: Günter Daiss has been part of uhlsport’s journey since 1998 and has shaped the company for decades. I would like to thank him from the bottom of my heart for his trust, his commitment, and the journey we have shared. On this strong foundation, we now look forward to the next chapter,” says Melanie Steinhilber, CEO of uhlsport GmbH.
For Günter Daiss, who has played a key role in shaping the development of uhlsport GmbH over many years, the handover represents a particularly meaningful and personal step: “I am placing the company in good hands and, in doing so, deliberately creating the space for future-oriented development – with new opportunities, fresh momentum, and a clear path for the next chapter in uhlsport’s history.”
Torsten Jansson, CEO of the New Wave Group AB, comments: “uhlsport GmbH is a perfect strategic fit within the NEW WAVE Group portfolio and significantly strengthens our Sports Fashion segment. This acquisition is a strategic addition that enables us to grow in markets and categories that we have not yet fully addressed. In particular, uhlsport goalkeeper gloves represent a global asset with strong international recognition. At the same time, the Kempa brand is an integral part of handball and enjoys almost 100% brand awareness within its target audience.”
As part of the New Wave Group AB, uhlsport GmbH will benefit from new opportunities for international growth, additional resources, and a strong platform to further develop its brands. At the same time, the company’s identity, culture, and long-standing expertise in team sports will remain unchanged.
uhlsport GmbH will continue to stand for outstanding expertise in team sports and, together with the New Wave Group AB, will consistently pursue its successful growth strategy.
About uhlsport GmbH
uhlsport GmbH, based in Balingen, Germany, is an internationally recognized specialist in team-sports equipment. With the brands uhlsport and Kempa, the company stands for premium goalkeeper gloves, football equipment, and handball products of the highest quality.
About New Wave Group AB
New Wave Group AB, based in Sweden, is an internationally active group of companies with a broad portfolio of brands in the sports, leisure, and fashion sectors. Among its many brands is the Swedish team-sports and sports-fashion brand Craft.
