With their passion for sports and fashion, Bogner has been successful for more than 80 years. What once started as a dedicated small production facility in one of Munich’s backyards has evolved into a prosperous international label. The capital B has been a symbol of fashionably inspired and sophisticated sporting apparel ever since. Until today, Will Bogner jun., together with his wife Sônia, has continued the success of his father, Willy Bogner sen. and has furthermore enjoyed a worldwide reputation.
Willy Bogner senior accomplishes numerous victories as a ski jumper and a cross-country skier. The Munich local wins the German Championship 11 times in the Nordic Combination. In addition, he founds an import business for Ski equipment and knit materials and is able to combine his passion for sports and business.
Willy Bogner sen. takes the Olympic oath at the winter games in Garmisch-Partenkirchen. Even more remarkable: the games in 1936 mark the start of
Bogner’s apparel being worn by the competing German Olympic team. This tradition has continued for the last 17 winter games.
A former sauerkraut factory in Berg am Laim, Munich is re-modeled into the new Bogner headquarters.
Following her revolutionary ideas on the windbreaker and the stretch trousers, Maria Bogner introduces the „B-accessory“:
With his participation in two Olympic winter games and having won more than 70 trophies in 300 races, Willy Bogner jr. successfully follows the footsteps of his father.
No montage! In the movie “Fire and Ice” John Eaves escapes a wall of fire caused by a gas explosion in Vail, Colorado. The ski movie wins the “Bambi” and the German Film Award.
The first Fire + Ice campaign
with the motto “Join the Tribe”
When launching their new Bogner Flagship store on Madison Avenue, Sônia and Willy present the latest Bogner fashion via photomontage on top of the Chrysler Building in New York City.
Sônia Bogner introduces her first independent collection and opens an own store in Munich.
Willy Bogner’s latest movie „White Magic“ features the highest amount of ski and snowboard professionals that have participated in a movie, ever. The movie was shot in Canada, Iceland, and Switzerland and it took three winters to finish it.
Launch of the Movie Campaign for the Fire + Ice-Claim “Join the Tribe”.
Willy Bogner conceptually strived for a new path with his movie “Ski to the Max” by using the all-new technology of IMAX theaters.
A historical moment and a great honour for Bogner:
After years of remodeling, Willy Bogner is chosen to reveal the renovated Brandenburg Gate in the German capital Berlin. The biggest “B”-Zipper ever made is manufactured for the ceremony. Bogner flies, upheaved by a helium balloon, to the top of the veiled gate and opens the zipper. More than one million people attend the event, including former US-president Clinton, German Chancellor Schröder and German Federal President Rau. More than 110 million people watch the ceremony live on TV.
At the trade fair ISPO in Munich Bogner presents their new and innovative bamboo ski, which is made of the light and flexible timber of bamboo.
In the course of Munich’s application fort he Olympic Winter games in 2018, Bogner hosts „Willy Bogner’s Winter Olympics“ in front of the opera house in Munich.
Happy Birthday Fire + Ice! The brand celebrates its 20th birthday. Just like many of Bogner’s friends it has become mature while staying young at heart.
Bogner has a successful start to the new year with an overwhelming fashion show during Fashion Week in Berlin and a new, impressive stand concept at ISPO 2018. Completely in black and white, the stand with the typical Bogner flame design creates a fantastic look and clearly shows the initial results of the brand’s strategic reorientation for the first time.
By appointing Andreas Baumgärtner as its CEO, Willy Bogner GmbH & Co. KGaA has taken another fundamental step in its strategic reorientation. The 53-year-old assumes the CEO role in addition to his field of responsibility as the Director of Design and Marketing.
Passion for sport and fashion for more than 85 years. In close interaction with its legendary heritage and future-oriented, highly functional technology, Bogner has set itself the goal of positioning itself as the international market leader in the field of sports fashion.
The new awareness and image study for the Bogner brand shows that 93% of the target group with an affinity for premium products in Germany alone is aware of Bogner. The results are 93% in Austria, 88% in Switzerland. In the USA, Bogner is much better-known among the top target group at 78% than among the total population. At 83%, awareness among the Russian Bogner core target group is much higher compared with the representative sample.
It’s incredible how fast time goes by and therefore we are celebrating our 25th anniversary with the exclusive collection. Happy Birthday Bogner
Fire + Ice!
Bogner once again is announced official outfitter for the German Olympic team in Sochi 2014 – the 18th consecutive time. Bogner and 600 guests celebrate the honor at Munich’s ISPO trade fair with the show:
“The B Games”.
The company Willy Bogner celebrates its 80th birthday! An anniversary video shows the development from a young local ski import business to an internationally successful fashion corporation.
3D cinema is old news. That’s why Willy Bogner presents his latest ski movie in 5D at the 2011 ISPO.
The US-artist Andy Warhol takes pictures of Maria Bogner for his famous series of portraits.
Ski pants evolve into second skins and modern synthetic skis replace old-fashioned wooden ones.
Greetings from the hip late 60’s: During the era of the Beatles, even Willy Bogner allows his fantasy to wander. Advertisements show how female skiers surprise gold seekers, rock stars giving concerts on frozen alpine lakes, a huge number of acrobats rides on a single ski, and Willy Bogner dances Charleston with „Fuzzi Bear“.
Willy Bogner jr. introduces the film “Skifaszination” (“fascination skiing”) to German cinemas. The movie emphasizes the beauty of alpine skiing supported by specifically composed music. Bogner becomes the world’s first skiing choreographer.
Maria Bogner and her favourite model Elfie Wildfeuer present the Bogner style of the 50’s.
Willy Bogner sen. marries Maria Lux, who has been in charge of overseeing the collection design ever since.
Bogner’s first postwar fashion show takes place in Munich’s Hofbräuhaus. Bogner’s models including Maria Bogner herself celebrate the birth of sporting apparel on a poorly timbered runway, only four months after the monetary reform in Germany.