AIRNESS: the story of a rebirth built on trust and boldness

An iconic and popular urban landmark, revitalized with conviction by the DUTEXDOR Group.

(By Bernardo COCILOVO, Sales Director – DUTEXDOR Group)

When the DUTEXDOR Group took over the AIRNESS brand's textile accessories license in 2010, it was a bold move. While the black panther still inspires nostalgia in some fans of 2000s urban sports, the craze seems to have passed. "AIRNESS? But that's outdated, we don't hear about it anymore. It'll never work": that's what some people told us during presentations to retailers. But at Dutexdor, we have always believed in strong brands, in their DNA, and in the market's ability to restore a legitimate place to those who dare to reinvent themselves.
Above all, we believe in stories that last.

From intuition to building commercial success

Year after year, the Group gradually laid the foundations for a genuine brand revival: in 2017, we expanded our collaboration by also taking over the textile license. What was once just an intuition became a structured strategy, supported by creative collections, logistics expertise, and targeted distribution within the largest GSA and GSS retailers.
Between 2017 and 2024, the AIRNESS brand's textile and accessories sales exploded: +402%, from €1.5 million to nearly €7.6 million. In 2022, AIRNESS rose to third place in terms of value in the GSA, ahead of PUMA and NIKE (source: KANTAR 2022 study).
We owe this success to our comprehensive approach: respect for the brand's DNA, a long-term commercial vision, adaptability, and a constant focus on the expectations of both end consumers and our distribution partners.

A brand, a legend, a lasting partnership

Working with AIRNESS means collaborating with a strong cultural universe, an icon of urban fashion and popular French sports. Since 2010, we have had the opportunity to do so alongside its founder, Malamine KONÉ. It is this relationship of trust that has enabled us to build a sustainable, respected, and desirable brand.
"AIRNESS celebrated its 25th anniversary this year. Few brands can say the same, and this shows how deeply rooted it is in the hearts of the French people. I would like to thank each of our partners, and in particular the DUTEXDOR Group, for contributing to this longevity." Malamine KONÉ (Founder – AIRNESS)

AIRNESS PREMIUM: the future of the panther

In 2026, this partnership will reach a new milestone: the DUTEXDOR Group will become the exclusive licensee for textiles and accessories for the brand newAIRNESS PREMIUM line. Designed as a natural continuation of the original brand, this chic, refined, and urban sportswear line responds to changing consumer trends and the growing demand for hybrid clothing.
As Malamine KONÉ points out: "Our customers now expect a more hybrid wardrobe that reflects their everyday lives. That's why AIRNESS PREMIUM was created. And with DUTEXDOR, I know that this ambition will come to fruition. "
With AIRNESS PREMIUM, we are preparing for the future. This is not a break with the past: it is an evolution. A natural extension of a shared history. And a strong choice by Malamine KONÉ to entrust us with this new ambition.

Proof of trust … and competence

This journey illustrates the DUTEXDOR Group's ability to elevate a brand without ever betraying its essence. What we have done with AIRNESS, we are doing with others: Teddy Smith, Rica Lewis, Twinday, Degré7, No Publik... By taking over AIRNESS PREMIUM, we are not turning our backs on AIRNESS. We are extending it. We are elevating it.
And for those who have believed in this project with us since 2010, we say one thing: the panther continues to roar. But this time, with even more style.