SALMING LAUNCHES BADMINTON!

The Swedish sports brand that develops, designs and market performance products has already made a mark for itself in running, handball, squash and floorball. By adding the volleying game of Badminton Salming utilises the product synergy made possible by the strong momentum of their performance indoor footwear range and relentless quest of developing gear that provides a real benefit for the athlete. The site www.salmingbadminton.com is already up and running. Actually, Salming indoor shoes were already used in the Olympics for badminton in Rio and there are already several Pro players using the shoe and apparel line.

Thomas Nord, Head of Design and Creative Director at Salming Sports AB:”Our approach and chosen position of developing no nonsense products for no nonsense people in combination with our strong co-operations such as the PSA in squash and lately the EHF in handball - has indeed made a global impact and we have been approached by badminton athletes and retailers from all over the world asking for our shoes and pushing us to enter the volleying game” says Thomas and continues ”Since the badminton market is set up pretty much the same way as squash, with racket specialist retail, we have been able to utilise our already existing partner and distributor setup - making it possible for us to hit the ground running”

Tomas Solin, CEO at Salming Sports AB:”Entering badminton is by all means a strategic choice, it is one of the top 3 sports in the world (According to the BWF the second most popular sport after soccer), more than 600 million households was covered by the broadcast of the BWF World Superseries in 2015” says Tomas and continues ”The second most important aspect for Salming is the geographical one – besides being an established and important sport across the European continent, badminton will also be an important piece in the puzzle in creating a solid platform for Salming in Asia, strengthening the already established business setup in Japan, China, South Korea, Singapore, Malaysia and Indonesia”

Photo: SuperStudio, Robert Elmengård