Press release -
Meet Magnus Granér – Haglöfs’ latest addition to the OBN team
Haglöfs has signed Magnus Granér as its brand Ambassador from September 2021 onwards. The collaboration entails joined projects and getting his support on the brand, find out more in the interview below.
Who is Magnus Granér - where are you from, where did it all begin?
I grew up in a working town near Umeå called Hörnefors with my mom, dad, a younger brother, and 4 huskies. I was born with an urge to do extreme sports and once I found skiing my path was crystal clear. Progressing from park skiing to street skiing to big mountain skiing there seem to be unlimited possibilities of what you can do on a pair of skis. My whole thing is trying to be as present as possible on a pair of skis. There is a magical state when you are in the middle of a crazy trick where nothing can distract your presence, I'm always trying to be in that state. Feel the air, the wind, the sun, the clouds, the mountains, the snow, the smells, the sounds.
What was it that made you consider and now join the Haglöfs team, what are you mostly looking forward to?
I have always had a passion for the mountains, but I didn't ski much there until recently. Now my skiing passion and mountain passion have joined forces. Haglöfs makes exceptional mountain gear in a very natural and honest way and we also share a care for the environment. I feel morally good about representing Haglöfs and I'm super excited about the adventures we'll go on together. I want to portray mountain life innovatively.
What have been your biggest adventure so far?
Spending 12 days with my favorite people in the coziest military tent with 18 bags of wood and unlimited food at the foot of Akka. The Weather Gods were blessing us, and crazy runs were skied. Countless laughs and stories were told, and the crew was working harder than ever before. This adventure has so many layers to it and it will all be revealed in a new The Bunch film where Haglöfs is a partner.
What's in the pipeline for you?
I'm getting my body ready for the season, spending time in the Fjälls, and working on new The Bunch films. I'm soon about to drop some of the biggest news in my ski career, you will know more about that in about a month.
A quote you live by!
"Ask for nothing from anyone or anything" by Jonathan Nilsson
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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.
Currently marketed to the Nordic region, Europe and Asia, and has been owned by ASICS Corporation since 2010. For more info, please visit www.haglofs.com.