Craft of Scandinavia
 | This article contains promotional content. (May 2014) |
Swedish brand Craft is a producer of functional sports apparel. The company is based in Borås, an old, 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 all kinds of sports focusing with layer three on 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
Club teams
Alliance Sport Alsace- Limoges CSP (2020-)
Curling
National teams
Football
Club teams
Europe
Ordino
Gent
Helsingør- Frem
AC Oulu- PS Kemi
- Toulouse
Darmstadt 98
SC Cambuur- Zwolle
Fredrikstad FK
Hammarby- IFK Göteborg
- Trelleborgs FF
- Varbergs BoIS
Luzern
Gymnastics
National teams
- Sweden (since september 2020)
Handball
National teams
Club teams
- Men
- Women
- Odense Håndbold (since July 2019)
- Brest Bretagne Handball (since 2020)
- Mérignac Handball
- Atlantique Nantes (since 2020 – 2021 season)
Ski
Volleyball
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)
Other sports
The Craft athlete team includes several national teams, among them the Swedish National XC-Team, Swedish and-Norwegian Track & Field 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.