This document defines the strategic foundation of the Alveon brand. It is the central reference for anyone working with or representing Alveon: the internal team, agency partners, and investor communications.

It captures who we are, what we stand for, how we speak, and where we are going. Every creative brief, campaign concept, and brand touchpoint should be measured against the principles outlined here.

Purpose

Football boots are the most critical piece of equipment a player wears. Yet even at the highest professional level, they are not truly custom. Players receive superficial personalization: colors, initials, minor width adjustments. The boot itself remains a mass-produced product, built around statistical averages rather than individual anatomy.

Alveon exists to change this. We are building the world's first football boots that are genuinely made to measure: designed from a player's individual 3D foot scan, informed by biomechanical data, and manufactured entirely with 3D technologies. Not as a luxury novelty, but as an evidence-based approach to injury prevention, career protection, and performance optimization.

Mission

To eliminate the gap between a player's individual needs and the equipment they depend on. Through science, data, and advanced manufacturing.

Vision

A world where every professional football player wears boots built specifically for them. Reducing injuries, extending careers, and unlocking the performance potential that mass production leaves on the table.

Brand Values

The Alveon story doesn't start with a eureka moment. It starts with a question that kept coming back.

Co-founder Jurgen was never a great football player. By his own account, his teammates were not particularly sad when he quit. But years later, through work in the sports industry, he gained access to a world he hadn't seen before: the daily reality of professional players. The pressure, the details, the ecosystem around performance.

In conversations with players, one pattern emerged consistently: they don't really have custom boots. Even at the top level, what passes for customization is surprisingly rudimentary. Limited options, long lead times, little real adaptation to the individual foot.

Around the same time, Jurgen met Lennard, co-founder of Zellerfeld, a company building 3D-printed footwear. Over coffee, they kept returning to the same question: Why are football boots not fully custom? Built on real data. Adjusted to individual anatomy, movement patterns, and injury history.

They discussed the idea for nearly two years. Not because they lacked enthusiasm, but because they took the question seriously. Who were they to say what the perfect boot should look like? Which parameters actually matter? And how do you prove scientifically that your approach is better than what exists?

That rigor led to the decision to build Alveon not as a product company that also does some research, but as a company where science leads product development. In early 2026, a joint research initiative was launched with three of Germany's leading institutions: the Deutsche Sporthochschule Koln for biomechanics, UKE Hamburg for clinical validation, and Fraunhofer IAPT for materials and manufacturing research.

The founding principle remains: the boot should be as individual as the player wearing it. Everything else follows from there.

Why This Story Matters for the Brand

The Current Landscape

The global football boot market is dominated by Nike, Adidas, Puma, and New Balance. These brands invest heavily in material innovation, athlete endorsements, and consumer marketing. Their products are excellent mass-market solutions, developed with significant R&D budgets and global distribution infrastructure.

However, their business model is fundamentally built on scale: produce millions of identical units across a limited range of sizes and widths. Even "custom" offerings from major brands are typically limited to cosmetic personalization (colors, nameplates) and minor fit adjustments within predefined molds.

For the vast majority of professional players, boots are selected from existing product lines and modified post-purchase through insoles, stretching, or cutting. The boot adapts marginally to the foot; the foot adapts significantly to the boot.

The Gap We Address

Alveon operates in a category that doesn't properly exist yet: fully individualized professional football footwear, built from individual biomechanical data and manufactured through digital fabrication.

We are not competing with Nike or Adidas for shelf space. We are not a consumer brand. We are a technology company that creates the capability to produce boots that major brands currently cannot offer. Their manufacturing infrastructure is designed for volume, not for individualization.

Competitive Differentiation

Positioning Statement

Alveon is the technology company building truly individualized football boots. Where existing brands optimize for millions, we engineer for one. Combining 3D scanning, biomechanical research, and digital manufacturing to create footwear that fits the player, not the average.

Alveon communicates with multiple audiences, each with distinct motivations and decision criteria. The messaging framework (Section 07) provides tailored language for each. Below are the primary audience segments, ordered by strategic priority.

Brand Personality

If Alveon were a person, it would be the engineer-athlete: deeply technical, physically aware, quietly confident. Someone who earns trust through knowledge and consistency rather than charisma and volume. Think of the team doctor who played at a high level. They understand both the science and the stakes.

Tone of Voice Principles

1. Lead with substance, not adjectives.

Every claim should be supportable. If we say something is "better," we should be able to explain how and why. If we can't yet, we say "we're working to prove it."

2. Be honest about the journey.

We are a young company doing something that hasn't been done before. Acknowledging complexity and uncertainty is a sign of credibility, not weakness.

3. Respect the audience's intelligence.

Whether speaking to a player, a medical director, or an investor: assume they are smart and don't need to be convinced through emotional manipulation. Give them information and let them draw conclusions.

4. Keep it concise.

Precision in language reflects precision in thinking. Short sentences. Clear structure. No filler.

Language Do's and Don'ts

Core Narrative 30 seconds

Alveon builds the world's first truly individualized football boots. We combine 3D scanning, biomechanical research, and advanced digital manufacturing to create boots shaped around the player, not around an average. Our mission is to reduce injuries, protect careers, and set a new standard for what professional equipment can be.

Elevator Pitch 60 seconds

Professional football players depend on their boots more than any other piece of equipment. Yet even the best boots on the market are mass-produced. Designed for statistical averages, not for the individual foot. Alveon changes this. We've built a complete digital pipeline: from 3D foot scanning and biomechanical analysis to 3D-knitted uppers and 3D-printed soles. Every boot is manufactured to the player's exact anatomy and movement profile. Our approach is backed by a two-year clinical study with three leading German research institutions. We're targeting EURO 2028 as our first major showcase and commercialize through Performance Centers: turnkey installations at clubs and brands that bring our scan-to-boot technology on-site.

Key Messages by Audience

For Players

For Medical & Performance Staff

For Brands & Partners

For Investors

The visual identity is not yet developed. This section provides strategic direction for agency partners tasked with creating it. The following principles should guide all visual development.

Design Principles

Visual Territory

The brand's visual world sits at the intersection of three reference points:

Name & Trademark

The name "Alveon" is a registered EU trademark (publication March 2026). International filings (USA, UK, Switzerland) are in progress via the Madrid System within the six-month priority window. The name evokes "alveolar": cellular, structural, biological. It is not a literal reference. It should be treated as a coined word with no direct translation.

The brand strategy is designed to build credibility and visibility along a clear timeline, culminating in a major market moment at EURO 2028.

Long-Term Vision

Beyond EURO 2028, the brand evolves from a single-product company into the defining technology platform for individualized sports footwear. Performance Centers become the primary revenue driver, installed at clubs, national federations, and brand facilities globally. The 2030 World Cup represents the next major milestone. Expansion into adjacent sports (running, basketball, rugby) becomes possible once the core football technology is proven.

Quick reference for anyone working with the Alveon brand. These facts are current as of February 2026 and will be updated as the company develops.

Company

Research Consortium