European sports and lifestyle brand CRIVIT has announced a new international partnership with tennis legend Stefanie Graf, launching a global marketing campaign designed to promote accessible, everyday participation in sport and movement.
Unveiled by parent company Lidl, the collaboration centers on the campaign theme “Find Your Move,” which will roll out across more than 30 countries through a broad omnichannel marketing strategy spanning digital, retail, and media platforms.
Graf—one of tennis’s most accomplished athletes with 22 Grand Slam titles and the sport’s only Golden Slam—serves as the face of the campaign, helping position CRIVIT as a brand focused on making physical activity approachable rather than performance-driven. The initiative emphasizes movement as a source of enjoyment and well-being, encouraging consumers to integrate sports and activity into everyday life.
The campaign will showcase CRIVIT’s expanding product portfolio across multiple activity categories, including running, cycling, fitness, camping and outdoor recreation, as well as team sports. The brand’s strategy centers on delivering affordable sports apparel and equipment designed to lower barriers to entry for recreational athletes and active lifestyles.
According to Lidl executives, the partnership aligns with the retailer’s broader effort to build category-leading private labels that combine quality and value across key lifestyle segments. CRIVIT joins other Lidl house brands as part of a strategy to expand into sports, leisure, and wellness markets.
The campaign officially launched in mid-February with a coordinated global media rollout, positioning Graf’s advocacy for accessible movement as the central narrative of CRIVIT’s push to broaden participation in sport across international markets.
