Craft Of Scandinavia

Craft Sportswear (previously known as Craft of Scandinavia) is a Swedish producer of functional sports apparel. The company is based in Borås, an old and traditional textile industry town in the South of Sweden. The initial concept of its founder Anders Bengtsson was to develop underwear that propels moisture away from the skin during physical activity. Craft started with technical base layers and soon developed the three-layer principle with a second layer of insulation and moisture transportation as well as an outer shell for protection. Today, the company offers gear for many sports, it specializes in layer three for running, triathlon, bike and cross-country skiing.

History

In 1973, Swede Anders Bengtsson started developing a base layer material that transports moisture (sweat) away from the skin. Bengtsson tested his designs by weighing his gear after exercise sessions. He used polyester fibers, which only absorb a minimum amount of moisture, and worked them into a weaving construction. The resulting capillary action further promotes moisture expulsion transporting sweat from the skin to the outer surface of the garment where it quickly evaporates. The brand Craft of Sweden was officially founded in 1977. In addition to technical baselayers, the company soon started producing second layer garments (focused on fleece material) and outerwear.

Company takeovers

New Wave Group acquired the brand in 1996.

Sponsorships

Craft is the official supplier and sponsor of numerous association football teams, players and associations, including:

Associations

* 2016 ConIFA World Football Cup

Basket

National teams

* Finland (since August 2023)

Club teams

* Alliance Sport Alsace
* Limoges CSP (2020-)
* Södertälie BBK
* Uppsala Basket
* Luleå BBK (women)
* BC Luleå (men)
* Östersund Basket (women)
* Mark Basket (women)
* Sjuhärads Basket (women)
* Borås Basket (men)

Curling

National teams

* Norway
* Switzerland
* Lithuania

Football

Club teams

=Europe

=

* Ordino
* Gent
* AGF Aarhus
* Helsingør
* Frem
* KÍ Klaksvík
* AC Oulu
* PS Kemi
* Darmstadt 98
* Moulier
* Almere
* VVV-Venlo
* Fredrikstad FK
* Åsane Fotball
* Hammarby
* IFK Göteborg
* Trelleborgs FF
* Varbergs BoIS
* Aarau

Gymnastics

National teams

* Sweden (since september 2020)

Handball

National teams

* (since July 2019)

Club teams

*Men
** Bordeaux Bruges Lormont Handball (since 2022 - 2023 season)
** Dunkerque Handball Grand Littoral
** Fenix Toulouse Handball
** Limoges Hand 87
** Massy Essonne Handball
** Saint-Raphaël Var Handball
** Strasbourg Eurométropole Handball
** SC DHfK Leipzig Handball (since September 2020)
** AMO HK
** Hammarby IF HF

*Women
** Odense Håndbold (since July 2019)
** Brest Bretagne Handball (since 2020)
** Mérignac Handball
** Atlantique Nantes (since 2020 – 2021 season)

Ski

* Sweden (since January 2019)
* Norway (since 2022-2023 season)
* France (since 2022-2023 season)

Biathlon

* Norway (since 2022-2023 season)
* France (since 2022-2023 season)
* Canada

Swimming

National teams

* Faroe Islands (since January 2020)
* Sweden (since September 2021)
* Denmark

Volleyball

National teams

*
*

Club teams

* Volley Mulhouse Alsace (Asptt Mulhouse) (Women) (since August 2021 until 2025)
* M.O.Mougins Volleyball (Women) (since August 2021)
* DSC Volleyball Damen (Women) (since July 2019)

EVS
(Women)

Lunds VK
* Sollentuna VK
*
BIWI VFM
(Woman)
* Lausanne UC
*
TSV Jona Volleyball
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Floorball

National teams

*

Club teams

* FBC Kalmarsund
* Karlstad Innebandy
*
Zug United

Track and field

National teams

* Denmark
* Finland
* Faroe Islands
* Sweden
* Luxembourg

Other sports

The Craft athlete team includes several national teams, among them the Swedish National XC-Team, as well as individual athletes such as Marit Björgen, Charlotte Kalla, Rene Poulsen, and Kaisa Mäkäräinen

Craft also supplies specific apparel to the Orica-BikeExchange professional cycling team.

Sponsored Events: Vasaloppet, Tour de Ski (Presenting Sponsor), Bike Trans Germany (Title Sponsor), Vätternrundan, Tjejmilen, and Stockholm Halvmarathon.

Notable individual sponsorships

In addition to team sponsorships, Craft endorses a number of individual athletes, ensuring a presence in key sports disciplines.

Track and field

*Noel Mulkey – Triathlete
*Robert B Killian Jr. – Triathlete

Elite Run Team

Sources:
* Tim Tollefson
*David Sinclair
*Tommy Rivs
*Jacob Puzey
*Tessa Chesser
* Grant Barnette
*Emkay Sullivan
*Manuela Vilaseca
*David Laney
*Alexander Holmblad
*Jupiter Carera
*Arlen Glick
*Tommy Sullivan
*Mary Denholm
*Linus Hultegård
*Johan Lantz
*Joacim Lantz
*Elov Olsson

Skiing

* Marina Charlotte Kalla

Partners

Craft also partners with events and brands for performance apparel for race and event merchandise programs, including the following brands:
* Lifetime Run – Official apparel partner
* Ragnar Relay Series – Official apparel provider
*Spartan – Official performance apparel and footwear partner
* Miami Marathon – Official apparel provider
*RunCharlotte – Official apparel partner
*Running USA – Official apparel partner
*M3S Sports – Official athleticwear partner
*Big Blue Adventure – Official apparel partner
*Texas Bigstar Half Marathon – Official apparel partner

Critics

Craft is sometimes criticized for having its clothes produced in low-wage countries. This is where the production of fabrics and clothing takes place.

References

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External links

Official websiteAlternative website

Clothing companies of Sweden
Sporting goods brands
Sporting goods manufacturers of Sweden
Sportswear brands
Swedish brands
Companies based in Västra Götaland County
1977 establishments in Sweden
20th-century establishments in Älvsborg County