This privacy policy has been established by Sports Group Denmark A/S, CVR no. 34704074, hereinafter referred to as "we," "us," or "our" in this privacy policy.

1. General

1.1 When you use www.sos-lifestyle.com, sign up for our newsletters, join our customer clubs, or make a purchase on one of our www.sos-lifestyle.com, Sports Group Denmark A/S (hereinafter "SGD" or "we," "us," and "our") collects a range of information about you as a person. In this privacy policy (hereinafter "Privacy Policy"), you can read about the information Sports Group Denmark collects, your rights, how Sports Group Denmark processes the information, and how you can contact Sports Group Denmark if you have questions about our processing of your personal data.

1.2 We use cookies on our website to collect personal data about you. If you would like to read more about the use of cookies on our websites or manage your consent to our use of cookies, you can click on the cookie icon in the lower left corner of our webshop.

We only use cookies and similar technologies (e.g., pixels) for statistical and marketing purposes when you have given your express consent to do so. This means that no cookies, other than those that are technically necessary, will be placed on your device until you have accepted them. You can choose to reject cookies at any time, and your choice will not have any negative impact on your use of our website.

You can withdraw your consent to cookies or change your preferences at any time. This is just as easy as giving your consent: simply click on the cookie icon at the bottom left of the page. When you withdraw or change your consent, cookies that are no longer necessary will be deleted or deactivated.

 

2. Data controller

2.1 Sports Group Denmark A/S processes personal data in various situations and in accordance with the General Data Protection Regulation ("GDPR") and national data protection legislation, including the Data Protection Act.

2.2 Personal data is understood and interpreted in accordance with the GDPR and means any information relating to an identified or identifiable natural person.

2.3 Sports Group Denmark is the data controller for the processing of your personal data as described in the Privacy Policy.

2.4 Contact information

Sports Group Denmark A/S

CVR no. 34704074 

Skærskovgårdsvej 5.

DK-8600 Silkeborg

Customer service tel.: +45 32 26 61 61

Email: contact@sos-lifestyle.com

 

3. Our processing of personal data

3.1 In order to offer you the best possible service, we collect information about you when you use www.sos-lifestyle.com. This information will be used, among other things, to offer you relevant features and options, to personalize our website content, and for security reasons.

3.2 We only collect personal data that is relevant and sufficient for the purposes described below.

3.3 Contact via email 

3.3.1 When you contact us via email, we use the personal data you may have provided in the email to respond to you.

3.3.2 The purpose of processing this information is to be able to respond to your inquiry.

3.3.3 The legal basis for processing this information is Article 6(1)(f) of the GDPR, according to which personal data may be processed for the purposes of pursuing legitimate interests. We have a legitimate interest in providing you with support in connection with our services and website.

3.4 Newsletter subscription 

3.4.1 Sports Group Denmark A/S offers you the opportunity to sign up to receive our newsletters. In this connection, we collect information about your email address, your name, and the topics you are interested in.

3.4.2 The purpose of processing this information is to be able to send you our newsletters.

3.4.3 The legal basis for processing this information is Article 6(1)(a) and (f) of the GDPR, according to which personal data may be processed with consent and to pursue legitimate interests.

3.5 Recipients of marketing

3.5.1 When you receive marketing, including newsletters from us, we process personal data such as your name, address, telephone number, email address, title, and product interest. We also process information about your preferences in relation to marketing or communication, your use of the marketing we send to you (including, for example, whether you have opened an email from us, whether the email has been read, and which links you have opened), as well as information that you otherwise provide to us.

3.5.2 We process your personal data for the purpose of marketing our business and the company's Services, creating and administering you as a subscriber to marketing. We use the personal data about your preferences and your use to understand how our customers respond to our marketing and to improve our marketing to you and our other customers in the future.

3.5.3 We will only send you marketing material by email, text message, or other electronic channels once we have obtained your consent, where this is required under the rules of the Marketing Practices Act.

3.5.4 We also use personal data about you to show you content on our and other websites based on your activities and preferences, to limit the number of times you see the same content, and to measure the effectiveness of our content and marketing. For this purpose, we may upload your email address to advertising tools such as Google or Facebook for the purpose of sending targeted marketing.

3.5.5 Our basis for processing is your consent (Article 6(1)(a) of the General Data Protection Regulation and Section 10 of the Marketing Practices Act).

3.6 IP address

3.6.1 When you sign up to receive our newsletter, the IP address you use to sign up for the newsletter is stored, along with the date and time you order the newsletter.

3.6.2 We need this information as evidence in case of misuse.

3.6.3 The legal basis for the processing of this personal data is Article 6(1)(f) of the GDPR, according to which personal data may be processed for the purposes of pursuing legitimate interests. Sports Group Denmark Online has a legitimate interest in presenting evidence in the event of misuse.

3.7 User habits when sending newsletters

3.7.1 If you have subscribed to our newsletter, we will evaluate your user habits when sending newsletters. The emails sent contain so-called web beacons or tracking pixels. For these evaluations, we combine the information collected and web beacons with your email address and an individual ID. In the process, we record when you read our newsletter, which links you click on, and from this we deduce your personal interests.

3.7.2 The purpose of processing this information is to use the information to tailor the newsletter to your specific interests.

3.7.3 The legal basis for the processing of this personal data is Article 6(1)(f) of the GDPR, according to which personal data may be processed for the purposes of pursuing legitimate interests. Sports Group Denmark A/S has a legitimate interest in tailoring the newsletter to your specific interests.

3.8 Behavioral targeting

3.8.1 If you have not subscribed to our newsletters, we will collect information about your behavior and actions on www.sos-lifestyle.com, such as where you come from and what you click on.

3.8.2 In this case, we only use tracking mechanisms to measure, analyze, and personalize our website content and not for profiling purposes.

3.8.3 The legal basis for the processing of this personal data is Article 6(1)(f) of the GDPR, according to which personal data may be processed for legitimate interests. We have a legitimate interest in customizing our website content.

3.9 Purchases on www.sos-lifestyle.com and returns

3.9.1 If you make a purchase online via www.sos-lifestyle.com or return goods, Sports Group Denmark A/S collects personal data about you that is relevant to completing your purchase, including contact and billing information, order number, date of purchase, and amount.

3.9.2 The collection of this personal data is necessary in order to fulfill the agreement between you and Sports Group Denmark regarding the purchase of goods and the handling of returned goods. This is done on the basis of Article 6(1)(b) of the GDPR and Article 6(1)(c) of the GDPR, according to which we are obliged to grant you a statutory right of return and, in this connection, to handle your return.

3.10 Competitions

3.10.1 If you participate in a competition via www.sos-lifestyle.com, Sports Group Denmark A/S will collect personal data about you that is relevant for handling your participation in the competition. In this connection, we collect information about your email address and your name.

3.10.2 The purpose of processing this information is to be able to contact you if you win a competition.

3.10.3 The legal basis for the processing of this information is Article 6(1)(a) of the GDPR, according to which personal data may be processed with consent.

 

4. Recipients of personal data

4.1 Personal data may be disclosed to external partners who process the data on our behalf. The information we have collected about you will only be shared to the extent necessary to implement the agreement with the individual partner:

- Providers who assist with the technical operation of our websites, including providers of hosting services and solutions that support functionality.

- Providers who assist with marketing activities and communication with customers.

- Providers of analysis tools that help us optimize our business and your experience as a customer.

- Partners who assist with the operation of customer service, including the delivery of goods from our web shops.

4.2 These partners are data processors and process personal data for which we are the data controller in accordance with our instructions.

4.3 The data processors may not use the personal data for any purpose other than fulfilling their agreement with us and must treat the personal data as confidential. Sports Group Denmark A/S has entered into written data processing agreements with all our data processors.

4.4 We may also share personal data with our external advisors, e.g. auditors and lawyers, as well as public authorities, if required by law.

5. Transfer or disclosure to third countries

5.1 In order to provide www.sos-lifestyle.com and other related services to you, we use data processors who may be located outside the EU/EEA (third countries).

5.2 Your personal data may be transferred to countries where the European Commission has assessed that the level of data protection is equivalent to that in the EU/EEA (safe third countries).

5.3 When we use third parties such as Google or Meta (Facebook) for marketing or analysis purposes, your personal data may be transferred to countries outside the EU/EEA, including the United States. Such transfers are based on the European Commission's standard contractual clauses ("SCCs") and additional security measures, such as encryption. This ensures a level of protection equivalent to that in the EU. You can contact us at any time for further information about these measures.

5.3.1 You can read more about the transfer of personal data to countries outside the EU/EEA on the European Commission's website.

5.3.2 You can request a current updated list of data processors and the legal basis for the transfer at any time by contacting contact@sos-lifestyle.com.

 

6. Security

6.1 We have implemented appropriate technical, organizational, and physical measures to ensure a level of protection for your personal data against accidental or unlawful destruction, loss, alteration, unauthorized disclosure, or access in accordance with data protection legislation in Denmark and the EU.

7. Duration of storage

7.1 We store your personal data until it is no longer necessary for us to process the data. In certain situations, it may be difficult to determine the duration of this period. The following storage periods apply to your personal data:

Information related to contact via email:
- Stored for up to six months after the completion of the processing of your inquiry.

Information related to newsletter distribution:
- Stored for as long as you wish to receive our newsletter and do not unsubscribe. If you unsubscribe, we will continue to store minimal information on a so-called ‘suppression list’ to ensure that you do not receive any further newsletters.

Information related to IP address:
- Stored for as long as it is necessary to process the information to fulfill the purposes of the processing. Stored for the current financial year and up to 5 years.

Information regarding usage habits and behavioral targeting:
- The length of time cookies are stored on your device varies. The time is calculated from the last time you visited the website. After expiry, after 5 years, cookies will be automatically deleted. You can always reject or delete cookies on your computer, tablet, or phone by changing the settings in your browser.

Information regarding purchases and returns:
- Stored for as long as it is necessary to process the information to fulfill the purposes of the processing. Stored for the current financial year and up to 5 years.

Information regarding participation in competitions:
- Stored for as long as the competition runs. If you are not selected as a winner, your information will be deleted. If you are selected as a winner, your information will be stored for as long as necessary to distribute the prizes and for accounting purposes for up to 5 years after distribution.  

7.2 If we need to store your personal data to protect our legitimate interests, including, for example, in connection with legal disputes, we reserve the right to store your personal data for a longer period and, at a minimum, until the legal dispute has been resolved.

 

8. Your rights

8.1 As a data subject, you have certain rights under the GDPR when your personal data is processed. Your rights when we process personal data about you are outlined below.

8.2 If you wish to exercise one or more of your rights as a data subject, please contact us in writing at the email address provided above. Please provide your full name and email address. You may be asked to provide additional documentation to verify your identity.

8.3 In general, you may exercise your rights at any time. However, the exercise of your rights must not affect the rights and freedoms of others, and in such cases, Sports Group Denmark A/S may refuse to comply with your rights in whole or in part.

8.4 Right of access

8.4.1 As a data subject, you have the right to access your personal data processed by us. By contacting us, you can obtain information about the categories of personal data that we, as data controller, process about you, the purpose of the processing, the recipients to whom the personal data has been disclosed, etc.

8.4.2 If you request additional copies of the personal data being processed, we may charge a fee. If your request is manifestly unfounded or excessive, we may either charge a fee for providing the information or refuse your request.

8.5 Right to rectification

8.5.1 You have the right to have your personal data corrected if it is inaccurate or misleading. However, if we do not agree that the information is inaccurate, we are not obliged to correct it, but we must note that you, as the data subject, do not believe the information to be correct.

8.6 Right to erasure

8.6.1 In certain cases, you have the right to have your personal data erased if we no longer have a purpose for processing your personal data or if you object to the processing of your personal data for direct marketing or in accordance with Article 6(1) of the GDPR. However, we are not obliged to delete your personal data if we can demonstrate legitimate grounds for the processing that override your interests, rights, and freedoms, or if the processing is necessary for the establishment, exercise, or defense of legal claims.

8.7 Right to restriction of processing

8.7.1 In certain cases, you have the right to obtain restriction of the processing of your personal data, e.g. if you contest the accuracy of the personal data collected about you or if you have objected to the processing of your personal data based on legitimate interests pursuant to Article 6(1) of the GDPR. In such cases, we will only store your personal data until your objection has been assessed. If we lift the restriction on our processing of your personal data, you will be notified in advance.

8.8 Right to object

8.8.1 For reasons relating to your particular situation, you have the right to object to our processing of your personal data if the processing is based on legitimate interests pursuant to Article 6(1)(f) of the GDPR. If you object to our processing of your personal data, we are no longer entitled to process your personal data unless we can demonstrate compelling legitimate grounds for the continued processing that override your interests, rights, or freedoms, or the processing is necessary for the establishment, exercise, or defense of legal claims.

8.8.2 You always have the right to object to the processing of your personal data if the processing is for direct marketing purposes.

8.9 Right to data portability

8.9.1 In certain cases, you have the right to receive your personal data in a structured, commonly used, and machine-readable format and to have this data transferred from one data controller to another. This right only applies when the processing of your personal data is based on a contract pursuant to Article 6(1)(b) of the GDPR or your consent pursuant to Article 6(1)(a) of the GDPR.

8.10 Right not to be subject to a decision based solely on automated processing, including profiling

8.10.1 Your personal data is not subject to decisions based solely on automated processing, including profiling.

8.11 Right to withdraw your consent

8.11.1 To the extent that we process your personal data based on your consent, you may always withdraw your consent to any future processing by contacting us.

9. Submitting a complaint to a supervisory authority

9.1 As a data subject, you may lodge a complaint with Sports Group Denmark A/S as the data controller if you are not satisfied with the way we process your personal data. You can find our contact details above.

9.2 You can always file a complaint or read more about Data Protection on the agencies websites: https://www.edpb.europa.eu/about-edpb/about-edpb/members_en or https://iclg.com/practice-areas/data-protection-laws-and-regulations/usa.

10. Changes

10.1 Sports Group Denmark A/S may change the Privacy Policy at any time and without notice. The latest version is always available on our websites.

11. Version

This Privacy Policy was last updated in Oktober 2025 and replaces all previous privacy policies.