Press release - 3 June 2016 13:03

NEW GLOBAL MARKETING DIRECTOR TO HAGLÖFS

With the aim to further strengthen its brand equity, increase brand awareness, and reinforce its consumer loyalty, Haglöfs has recruited Christina Rolén as its new Global Marketing Director.

Christina has comprehensive experience from international marketing at managing positions at, among others, Adidas and Nike. She most recently was CEO for the children’s wear brand Mini Rodini. Christina will take up her new position latest on October 1, and will be part of Haglöfs’ executive management team.

“In our work to take Haglöfs to the next level where we strive to increase brand awareness, strengthen our brand equity, and reinforce our consumer loyalty, a strong marketing director is vital. Christina’s extensive experience in strategic brand building together with her solid skills in all disciplines of modern marketing and her strong leadership abilities make her perfect for this role. We are very pleased to welcome her on board”, said Peter Fabrin, CEO of Haglöfs.

“Haglöfs is an amazing brand with plenty of potential. I look forward to join the exciting journey that Haglöfs has embarked on and to get the possibility to lead the global branding towards new heights” said Christina Rolén.

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

For more information, please contact:

Sara Skogsberg Cuadras
Communication Manager
+ 46 8 584 40 014
sara.skogsberg-cuadras@haglofs.se

Topics

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 more than 200 people. Sales for 2015 amounted to SEK 776 million. Haglöfs is owned by ASICS Corporation since 2010. www.haglofs.com

Contacts

Sara Skogsberg Cuadras

Press contact CSR & Corporate Communicatins Manager sara.skogsberg-cuadras@haglofs.se +34616424178

Sophia Schlör

Press contact PR Manager PR sophia.schlor@haglofs.se +46720773930

Welcome to Haglöfs!

We come from Sweden, a country of extreme weather and extensive landscape. A place where the outdoors isn’t just a far off place, it’s in the fabric of our culture and community. We are committed to creating gear that will support anyone, anywhere in their own outdoor adventure. We were founded in 1914 by Wiktor Haglöf, a visionary with a dream and a toolbox. Our story has evolved from humble beginnings, and we’ve ventured into new territory, creating technical designs that set a new standard in craftsmanship.

At Haglöfs, we are Outsiders by Nature. We draw outside the lines, think outside the box, and live outside our comfort zones. We encourage exploration both physically and mentally through embracing the outdoors. We believe that everyone can experience the outdoors, and do all we can to ensure that it will still be there for future generations to explore.