Shooting clean with a new apparel partnership

The Norwegian Biathlon Association has signed a 4-year contract with the internationally strong brand Craft Sportswear. The collaboration will begin after the 2022 Olympics.

The Norwegian Biathlon Association thus concludes its 4-year partnership with the Norwegian-Swiss brand Odlo.

"Craft has a wide range of functional, high-quality sportswear for all seasons, they match our organization perfectly, are flexible and can offer exactly what enthusiastic and demanding biathlon athletes require," says Morten Djupvik, Secretary General at the Norwegian Biathlon Association. "We have been very pleased with the Odlo cooperation and they also deliver sportswear of the highest quality. Our changing to Craft after the 2022 Olympics is the result of an overall assessment, and we are extremely proud and satisfied that we have reached this agreement."

New Wave, which owns the Craft brand, has great ambitions for the 4-year partnership with the Norwegian biathletes, beginning May 1, 2022.

"The Norwegian national biathlon team is a humble and nice group of people with great values that we are very proud to start a partnership with. The team's strong athletes are very popular among the Norwegian people and we believe that this is a winning combination for strengthening our position among active, sports-loving Norwegians," says Tom Henriksen, CEO of New Wave Norway.

In addition to being one of Norway's most popular spectator sports, biathlon has a large international following. In the sport's nine main European markets, this year's World Championship in Pokljuka was seen by 160 million TV viewers, which is ten million more viewers than the year before. In total, the number of TV-broadcast hours of the championship increased by seven percent.

"The fact that biathlon also enjoys a strong position internationally is, of course, an important part of the agreement. The Craft brand will be exposed to millions of fans worldwide. Our ambition is to continue to strengthen our brand and increase sales both nationally and globally," explains Henriksen.

For more information, please contact:

Tom Henriksen, CEO New Wave Norway
Tel: 47 46 39 51 / e-post: tom.henriksen@newwave.no

Morten Djupvik, Secretary General Norwegian Biathlon Association
Tel: 916 83 540 / e-post: morten@skiskyting.no