Craft Sportswear

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

Basket

National teams

Club teams

Curling

National teams

  • Norway
  • Switzerland
  • Lithuania

Football

Club teams

Europe

Gymnastics

National teams

  • Sweden (since september 2020)

Handball

National teams

Club teams

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

Floorball

National teams

Club teams

Track and field

National teams

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 USA – Triathlete
  • Robert B Killian Jr. USA – Triathlete

Elite Run Team

Sources:[1][2]

Skiing

  • Marina Charlotte Kalla SWE

Partners

Craft also partners with events and brands for performance apparel for race and event merchandise programs, including the following brands:[3]

  • 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

  1. ^ Sims, Tyler. "Craft Sportswear Welcomes New Trail Athletes to Its Elite Run Team". Outdoor Industry Association. JAM Collective. Retrieved 24 March 2025.
  2. ^ "Craft Sportswear trail running team". FreeTrail Fantasy. FreeTrail. Retrieved 24 March 2025.
  3. ^ "Partners". Craft. Craft Sportswear NA. Retrieved 24 March 2025.
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