But what does the new owner bring? Isa Traesko actually sells products in the low -price segment for the food trade and discounter. But in relife, the group has seen the potential to create a brand that stands for something and should be visible in specialist shops. Managing Director Stefan Böing was won for this in March 2025. He is familiar with branding. He worked at Lacoste, Puma and as Head of Sales at the Fashion Brand Alpha Tauri by Red Bull.
The basis for the brand, namely the right product, is already there. At the shoe, designed by Karl Prattes and produces with close relationships with the production facilities, you don’t have to change much. He already has many unique selling points. They just would have to be communicated better. This applies above all to the soft reflex system developed by Prattes: a padded heel cylinder springs gently and thus relieves the spine, while integrated massage elements stimulate the reflex zones. Florian Starmann explains: “Many customers have noticed that relife shoes are equipped with the soft-reflex system. But what exactly means they didn’t really know. We want to communicate better. We want to wear what we have always done.” To do this, they want to explain less which technology is behind it, but rather what feeling the shoes triggered by the wearer.
