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ALASTAIR HUMPHREYS NEW HAGLÖFS FRIEND

Press Release   •   Feb 12, 2016 12:00 CET

Haglöfs has signed British adventurer Alastair Humphreys as a new Haglöfs Friend. Alastair’s’ adventures have taken him all over the world and in 2012 Alastair was named a National Geographic Adventurer of the Year for his pioneering concept "microadventure".

Alastair Humphreys is a British adventurer, blogger, author, motivational speaker, filmmaker and photographer. His quest for adventure began young. Aged 8, Alastair completed the 26 mile Yorkshire 3 Peaks challenge and the National 3 Peaks in 24 hours aged 13. At 14 he cycled off-road across England. In 2001, Alastair went on to cycle round the world – a trip that eventually would take 4 years and 3 months covering 46.000 miles. Since then, Alastair has walked across India as well as the Empty Quarter desert (the largest contiguous sand desert in the world), rowed across the Atlantic Ocean and competed in the 150-mile Marathon des Sables across the Sahara desert, among other things.

In 2012, Alastair Humphreys was named a National Geographic Adventurer of the Year for his pioneering concept “microadventure” - encouraging people to seek out adventure and wilderness closer to home.

– Adventure is a state of mind. You don't have to travel the world, be an elite athlete or spend a lot of money to have an adventure. I truly believe it is accessible for normal people in normal places, as long as you make the most of your abilities and challenge yourself. For me, a microadventure can be just as rewarding as a big expedition, says Alastair Humphreys.

Haglöfs Friends is a group of women and men who have been selected on the basis of that they spend their lives in the outdoors and have the ability to act as ambassadors for the Haglöfs brand. The group comprises everything from microadventurers, nature photographers and outdoor personalities to mountain guides, freeskiers and explorers. Haglöfs Friends are often involved early in the development stage when new products are being developed sharing their experiences and knowledge.

– I am thrilled to be part of Haglöfs Friends. Haglöfs is a reliable brand and as we both have the same vision in bringing people closer to nature I think we can accomplish many great things together, Alastair Humphreys continues.

Alastair is also a much-appreciated speaker, blogger, filmmaker and author of nine books. He’s currently working on several new projects, including upcoming microadventures, in the spirit of encouraging more people to get out into the wilderness.

– An adventure knows no boundaries nor does it have to be long or large to be great. The modern adventure is today often more about quality than quantity and Alastair is, with his microadventures, a perfect ambassador for this. We warmly welcome him as a member of Haglöfs Friends, says Neil Bradley, Country Manager in the UK.

Text and associated images can be downloaded at www.haglofs.com/press

For more information, please contact:

Bruce Duncan
Haglöfs UK
+44(0)1539 822595
bruce.duncan@haglofs.co.uk

Haglöfs develops clothing, footwear and hardware for people who invest in an active outdoor lifestyle. From small-scale backpack manufacturing in 1914, Haglöfs has developed into one of the world’s leading suppliers of technical and sustainable outdoor products by means of modern product development and strategic distribution. The Haglöfs brand is primarily marketed to 25 European and Asian markets and the company employs some 200 people. Sales for 2014 amounted to SEK 766 million. Haglöfs is owned by ASICS Corporation since 2010. www.haglofs.com

CONTACTS:Communication Manager: Sara Skogsberg Cuadras, sara.skogsberg-cuadras@haglofs.se
CEO: Peter Fabrin, peter.fabrin@haglofs.se

Haglöfs develops clothing, footwear and hardware for people who invest in an active outdoor lifestyle. From small-scale backpack manufacturing in 1914, Haglöfs has developed into one of the world’s leading suppliers of technical and sustainable outdoor products by means of modern product development and strategic distribution. The Haglöfs brand is primarily marketed to 25 European and Asian markets and the company employs some 200 people. Sales for 2015 amounted to SEK 776 million. Haglöfs is owned by ASICS Corporation since 2010. www.haglofs.com

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