About Us

Sport Vision is the leader of sports retail in the Balkans. It was founded in 1996 in Bijeljina, with the main activities of commerce, retail and wholesale in the sports industry. Sport Vision employs more than 4250 people and operates in 10 countries in the region - Serbia, Bosnia and Herzegovina, Croatia, Slovenia, Montenegro, North Macedonia, Albania, Romania, Bulgaria and Greece while the company headquarters is in Belgrade, Serbia.

Since the very beginning, we have been paying specific attention to our employees, hire the best and assure them the best working conditions. Our success is based on professionalism, reliability, and innovations which we value and wish to offer to our clients, partners, consumers and employees.

Our Brands And Concepts

As a leading retail chain in the region, we have distribution contracts for Nike, New Balance, North Face and Helly Hansen for Balkans territories. The company also has the status of International Key Account and partner of Adidas, Reebok, Under Armour, Converse, Colmar, Timberland and others, offering products in our stores. The company has its own License department with licensed and distribution rights for Champion, Umbro, Lotto, Ellesse and others.

Within the retail chain, in addition to the Sport Vision multibrand concept, there are also Sneaker Station Buzz concept, a unique destination for all sneaker enthusiasts, Tike concept with limited sneaker series, Run’n More - a specialized store for runners, Extra Sports and Sports Reality as venues for family shopping.

We Are Reliable

Sport Vision is a modern company characterized by flexibility, professionalism and dynamic development strategy. From the day it was established, it has positioned itself with recognizable brands. Quick response to market demands and a professional relationship with consumers and partners have defined Sport Vision as a company to trust. The company’s mission is to stay in the lead in retail, always inspiring and actively connected with its consumers, clients and partners through a unique shopping experience and product design, which improves the lifestyle of its new owners.

Giving Back To Community

Corporate social responsibility and cooperation are the hallmarks of the company's culture.

Sport Vision fulfils Its responsibility towards society by practically addressing the

needs of several categories of external stakeholders, namely young talents, school children and other categories of people in need. We actively invest into sport development and we are a proud partner of many professional athletes, clubs, camps, gyms and young athletes with potential to develop.

The company operates in an ethical and sustainable way and we deal with environmental and social impacts. We understand our great responsibility towards our community, and we try work hard to make a positive impact.


To be a retail leader, always inspiring and actively connected to its consumers, clients and partners, through a unique retail experience and product design, bringing added value to our consumer’s lifestyles.


To be the largest and best sports retail chain in the region, to innovate, explore and deliver the best.