About TAO®


1977 Formation of Joy Sportswear GmbH

Joy Sportswear GmbH is founded in Nuremberg by Claus-Dieter Grapentin and Norbert Pfletschinger. Ever since, Joy Sportswear is one of the leading brands in the field of sportswear and casual clothing.

1997 NY Marathon, Initiation of the brand TAO

TAO® founder Claus-Dieter Grapentin is running the New York Marathon for the very first time. Despite bad weather conditions and miserable sports gear, he is finishing in a time of 3:43 hours. Exhausted and freezed out, he comes to the decision to produce highly functional technical wear which provides an athlete with all he needs. The brand TAO® Technical wear was born and our core value : TAO® is a brand from athlete for athletes.

1999 Inclusion of underwear collection to the product portfolio

The existing product line consisting of funtional textiles will be extended by an additional underwear collection. The foundation of every single sports outfit should consist of underwear which keeps your body warm and dry.

Campaign Run and Help - TAO® donates

Run and Help is a fund-raising campaign by TAO® in cooperation with its trading partners. For every kilometre on the treadmill, TAO donates 4 DM. At the end of the day, 10,000 kilometres were run and 40 000 DM donated.

Introduction of the Multisports collection - As part of a hotel show the new collection will be represented in eight different cities in Germany

In 2007, TAO® decides to enlarge their typical collection segment, consisting of running wear and functional underwear, by another collection. With the introduction of the Multisports collection, TAO®  produces functional wear which can be used for many types of sports due to special materials and the perfect fit. To present the new collection adequate, TAO® invites their partners to hotels in eight different German cities.

2009 Road show - In a camping van sponsored by Concorde, TAO® presents the new Fall/Winter collection to 200 retailers on their company grounds

TAO® has always been a little different, a little more special: And that is why TAO® organized a very extraordinary presentation of their Fall/Winter Kollektion in 2009. In a camping van, converted into a showroom, TAO® employees were driving across Germany to represent 200 retailers the new collection.

2010 Introduction of the pants concept PPP (Pants Perfect Principle)

2011 TAO® is sponsoring the Nuremberg Ice Tigers

As a foundation member of the German Ice Hockey League, the Ice Tigers are ever since an integral part of the highest German league with their biggest achievement of club history in 2007. Since the season 2011/2012, TAO® Technical wear is the official supplier/sponsor of Thomas Sabo ice tigers. The players are outtfitted with functional underwear and high performance products.

2011 TAO® CEO Peter Fricke is running the New York Marathon

In November 2011, today's CEO Peter Fricke attends the New York Marathon. But compared to the 1997, he is wearing the perfect gear at good weather conditions.

2012 Introduction of the jacket concept JPP (Jackets Perfect Principle)

2012 The Illuminator Jacket wins the Plus X award for

With its "Illuminator jacket", Tao® Technical- Wear was able to reach the number one position in the categories innovation, high quality, and functionality and to receive the award "Product of the year" in 2012. They developed a product that people have never seen before: For the first time, there is a running jacket with active LED illumination.

2013 ProSieben and TAO® are hosting the RED NOSE DAY Germany

In partnership with ProSieben's Red Nose Day, TAO supported a project for poor and needy children with the sale of the running shirt. 5,00 € of every sold shirt flows directly to the charity project  "Sport der Arche". At the end a donation amount of 25.000€ were collected.

Run and "Like" for a good cause: RED NOSE DAY, TAO® Sportswear and ProSieben found the first RED NOSE DAY Charity running team across Germany on Facebook. True to the motto "Join the RED NOSE DAY Team" everyone can "like", run and support the team with the coaches Daniel Aminati and Dr. Christine Theiss.

2013 All German participants of the NY Marathon are receiving a running west with the American flag sponsored by TAO®

TAO® specially designed a running vest for all German participants at the NY Marathon. After sending the code to TAO® Sportswear, all runners received a windproof and waterproof high tech vest which were able to be personalized with a pencil. Additionally, TAO® wants to position their brand in the U.S. market by a new Online shop.

2014 German national triple jump champion Isabella Marten is the new photomodell for TAO® Sportswear

We are happy to announce that the German junior national champion Isabella Marten, with a personal best of 13,22m in the triple jump, is from now on part of the TAO®  team. Besides her success in Track and Field, she is also a model and she was presenting the TAO® Spring/Summer Collection in 2015 for the first time.

2014 Introduction of POOOX (Point of Online-Offline Exchange)

With POOOX, TAO® starts a new innovative shopping experience for its costumers. TAO presents itself in a new way by combining online and offline shopping preferences on the sales floors.