Nowadays, more and more people suffer from malposition. X10D AG invented a technology to tackle this issue and offers a preventive solution to stop the negative trend. Extend yourself! A vision, which speaks for itself. Currently, the shoe is distributed through several channels. The biggest share is sold by the two founders of the company, especially through the sports retail store of one of them. Further channels are therapists, orthopaedists and some others. To reach an additional customer segment, X10D AG is considering the distribution via sports retailers. The assumption that sportive people are aware of the importance of a healthy walk and therefore see the benefit in the product, is the decisive argument for this selection.

The authors conducted a comprehensive research of secondary data to build a theoretical framework for the assignment. To revise the research questions the authors also conducted several interviews with specialised sports retailers. The collected primary and secondary data was used in a conceptual analysis to check whether 1) the expected target customer is the perceived target customer of the interviewed sports retailers; 2) the interviewed sports retailers are capable of fulfilling the objectives and tasks required by X10D; 3) the interviewed sports retailers are the "best" selection and willing to promote the X10D; 4) the sports retailers recommend certain standards for the implementation of the channel.

The findings indicate that in general, sports retail fulfils the majority of X10D's requirements for being a suitable distribution channel. Further, it is found that X10D needs to increase ist brand awareness and clearly position the product in the market. To overcome current obstacles, a comprehensive marketing concept is recommended. Additionally, the paper serves as a base for the actual implementation of the channel and provides suggestions on how to design policies and control the performance of employed channels. The primary and secondary research provide helpful guidelines to structure a successful distribution channel with sports retailers.