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Swedish cross-country skiers keep on racing in Craft sportswear

Press Release   •   Feb 11, 2016 07:00 GMT

Craft Sportswear proudly announces that it has extended its long and fruitful partnership with the Swedish national cross-country skiing team. As a result, Charlotte Kalla, Marcus Hellner and the other superstars on Team Sweden will continue to race in Craft clothes for another four years.

"I'm really glad that we will continue collaborating with the Swedish national XC team," says Craft's international brand manager Daniel Högling. "Our collaboration goes way back and together we have achieved great success. The Swedish skiers are among the best in the world while Craft is at the cutting edge of innovative sportswear – it's truly a perfect match!"

Although Craft and the Swedish national XC team have worked together for one-and-a-half decade, the collaboration has intensified during the last couple of years – highlighted by the successful Kurbits collection that was launched for the 2015 world championships in Falun, Sweden.

"The Kurbits collection took our collaboration to a whole new level," says Högling. "We went from being partners in product development to a united force focused on creating a tighter bond between skiers and fans. The campaign, which was a huge success, created great retail impact and reached a mass market crowd."

The partnership means that Craft supplies the skiers with everything from baselayers and training garments to high-tech race suits, while the skiers provide Craft with valuable feedback so that the Swedish brand can continue creating the most innovative sportswear garments on the planet.

“This collaboration will strengthen Craft’s position as the leading supplier of cross-country ski clothes in Sweden as well as in the rest of the world," Högling says. "But more importantly, it will help us improve our products and boost the sports experience for our consumers."

"We are very pleased that Craft has chosen to extend its collaboration with the Swedish National cross-country skiing team. Craft stands for high-quality products and works closely with the national team to constantly develop the brand's cross-country ski collection. This is something we appreciate and value," says Johan Sares, head of cross-country skiing at the Swedish Ski Association.

The 4-year contract spans over the 2018 Winter Olympics as well as the 2017 and 2019 world championships.

Craft is a Swedish brand specializing in clothing for endurance sports where performance and comfort are crucial for a good result. Working closely with elite athletes and constantly developing new materials and technical solutions, Craft offers cutting-edge training and competition apparel. www.craftsportswear.com

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