Tradition trifft auf Innovation

Im Interview spricht Viking CEO René Høgsted über die Herausforderungen und Erfolge des letzten Jahres, die Bedeutung von Markenwerten wie Qualität und Nachhaltigkeit sowie die Vision, Outdoor-Erlebnisse für alle Altersgruppen zugänglicher zu machen.

How was your last year from a brand perspective?
Looking back at 2024 from a brand perspective, Viking Outdoor Footwear has experienced a year of notable contrasts. We entered the year with strong momentum, having built strong growth in our core kids segment. Our strategic focus on durable, high-quality outdoor footwear for families has continued to resonate deeply with our target market, proving particularly valuable during these challenging times.
The broader economic uncertainty of 2024 has undoubtedly impacted the industry and consumer behavior, yet our brand has demonstrated resilience. Our established strength in the children’s segment has served as a strategic advantage, as parents continue to prioritize quality footwear for their children even in times of economic pressure. While consumers have become more deliberate in their purchasing decisions, our brand’s promise of durability and long-term value has become increasingly relevant.
The expansion of our adult line has contributed to our market presence, while our children’s footwear remains the heart of our business. Our heritage as a trusted Norwegian outdoor brand has proven to be a valuable asset during these uncertain times, with consumers gravitating towards familiar and reliable brands. The strong foundation we’ve built through previous investments in brand building has helped us maintain stability, despite market volatility.
 
What are the core values of your brand, that set you apart from the competition and how do you implement them in your daily work?
Our four core values, which we believe distinguish Viking in the marketplace are:
“Act like you own it” empowers every employee to make decisions as if they were stakeholders, leading to better product quality and customer service; “Stay curious” drives our continuous innovation in children’s footwear design and sustainability initiatives; “Dare to be bold” pushes us to challenge industry norms and introduce breakthrough technologies; “Care about our legacy” ensures we maintain the highest standards of quality while considering our environmental impact. These values aren’t just wall decorations, they guide every decision we make – from material selection to customer service interactions.
 
What overarching vision are you pursuing with your brand? How is this reflected in your products?
Our overarching vision flows directly from our customer promise: “We make exploring easier. We help all explorers stay warm, dry, and comfortable in all conditions, while caring about our legacy.” This isn’t just a statement – it’s our north star, that guides every decision we make.
When we say “make exploring easier,” we mean creating footwear that gives people, especially children, the confidence to discover the outdoors without worrying about their feet. This vision is reflected in our products through intuitive designs, easy-to-use closure systems, and parent-friendly features, like our pull-on handles and simple cleaning solutions.

The “all explorers” part of our promise is crucial – we believe outdoor adventures should be accessible to everyone – from toddlers taking their first steps to parents guiding them. This inclusive vision comes to life in our comprehensive size ranges and adaptable designs, that grow with children’s needs.
Our commitment to keeping feet “warm, dry, and comfortable in all conditions” is evident in our technical solutions. We use advanced waterproofing technologies, temperature-regulating materials, and ergonomic designs tested in the challenging Nordic climate. When we say “all conditions”, we mean it – from rainy spring days to snowy winters, our footwear is engineered to perform.

The final part of our promise “caring about our legacy”, reflects our long-term vision for sustainability and durability. We’re not just making shoes, we’re creating products that can be passed down between siblings and stand up to the toughest childhood adventures, while minimizing environmental impact.
This vision manifests in every product detail: from our choice of materials, to our construction methods, to our packaging decisions. We’re building not just for today’s explorers, but for generations to come.
 

What personally motivates you in your daily work, what brings you particular joy and what challenges you?
As the CEO, I’m personally motivated by the knowledge that our products are empowering kids to be outside and explore nature with confidence and joy. Seeing photos and stories from our customers about the adventures their children have had in Viking shoes and apparel brings me immense satisfaction. 
The challenge that weighs on me most, is ensuring that we can continue to deliver on our brand promise of quality and sustainability, as we scale the business. It’s a constant balancing act, but one I’m deeply committed to.
 
What social media strategies are you pursuing to strengthen your brand and actively engage with your target audience? Which platforms work best for you?
Our social media strategy is centered around cultivating a vibrant, engaged community of Viking families. We’re very active on Instagram, sharing user-generated content, behind-the-scenes looks at our product development, and inspiring outdoor adventure stories. Facebook has also been a powerful platform for us to connect directly with parents and grandparents. In the future, we plan to expand into more visual-focused channels like TikTok, to reach the next generation of outdoor enthusiasts.
 
How do you maintain your company culture in daily operations? What measures do you promote to strengthen team spirit and collaboration?
Company culture is the bedrock of our success at Viking. We go to great lengths to hire and retain employees, who embody our core values. In our daily operations, we promote a spirit of collaboration and continuous improvement, encouraging all team members to contribute ideas and solutions. We also plan regular team-building excursions and events, test ourselves in unfamiliar territories, encourage team-building and meeting outside of the office, to foster camaraderie and a shared passion for the Viking values and lifestyle.
 
What are your personal and business expectations and how do you implement these in your daily processes and longterm strategy?
Personally, my expectation is to build a lasting legacy for the Viking brand – to cement our position as the premier outdoor footwear provider for families, while upholding the highest standards of ethics and sustainability. From a business standpoint, my goal is to continue our impressive growth trajectory, while maintaining profitability and financial stability. To realize these expectations, we’ve instituted rigorous planning and review processes that keep us accountable to our long-term vision. Every decision – from product design to marketing campaigns – is evaluated through the lens of our core values and strategic priorities. At the same time, we foster a culture of inclusiveness, agility and responsiveness, empowering our teams to pivot quickly, when market conditions or customer needs evolve.