Łukasz Bosowski, the president of 4F, recently shared insights into the company’s strategic shift, moving away from price competition towards building a robust brand identity. He noted that while the FIFA World Cup has a lesser impact on their business compared to the Winter Olympics, the company is currently focused on providing sports apparel primarily at the club level. They supply clothing to several teams in Poland’s top leagues and are working on engaging with national teams in the future. Notably, Bosowski highlighted that the Polish national team did not qualify for this year’s World Cup.
He observed a shift in consumer behavior during major sporting events, with men spending more time in front of screens and women making up the majority of shoppers at retail locations during these times.
With the new round of Poland’s Ekstraklasa underway, Bosowski discussed 4F’s commitment to sponsoring local football clubs, recognizing the increasing professionalism and competitiveness in Polish football. They currently outfit two top league clubs, Piast Gliwice and Korona Kielce, and are expanding their offerings to include sports teams beyond football, such as basketball and volleyball.
As an avid supporter of Hutnik Kraków, Bosowski reflected on the challenges faced by smaller clubs in securing sponsorships. He emphasized that while winter sports have historically driven the company’s growth, 4F is now also investing in summer sports, including water sports, through collaborations with influencers to rejuvenate the brand’s image.
Recently, 4F signed a contract with Ski Austria, effective until the 2030 Winter Olympics, covering multiple events including ski jumping and alpine skiing. While Bosowski could not disclose the terms of the deal due to confidentiality, he mentioned the value of associating the brand with the globally recognized Austrian ski team.
In discussing the distinction between professional and amateur ski jackets, he stated that while professional jackets have specific features for performance, they are similar in technology to the commercial line, emphasizing quality and functionality.
Concerning international sales, 4F has a presence in several countries, including Lithuania, Latvia, and Slovakia, and is looking to expand its wholesale operations globally. Currently, about 15-20% of revenues come from international markets, with ambitions to reverse this ratio significantly.
4F is also venturing into motorsports, partnering with PTT Racing, where even the company founder Igor Klaja participates as a driver. The brand has enlisted prominent motorsport personalities as ambassadors and is sponsoring notable racing tracks.
Despite facing a challenging period in 2024, where revenues decreased by over 10%, 4F has seen signs of recovery and growth in 2025. The company is now focusing on enhancing the quality of its offerings rather than competing on price, marking a significant pivot in its business strategy.
Looking forward, Bosowski aims to restore the company to the profitability levels experienced prior to the pandemic, targeting an EBITDA margin of 10-12%. Furthermore, he expressed hope that 4F could one day be featured on the jerseys of teams like the Polish national football team or even FC Barcelona.
