Craft Sportswear enters APAC and the Middle East in new partnership with Aspire brands.

Craft of Scandinavia AB (owned by public company New Wave Group AB) have announced the signing of a strategic distribution partnership between its Craft Sportswear business with Aspire Brands Pte Ltd for the brand across a range of markets in APAC and the Middle East effective from 1st January 2021.

“This is a significant agreement for Craft Sportswear and for our ambitions to grow our brand’s presence and business in Asia and the Middle East. We have huge confidence in the Aspire Brands leadership team who have great experience in the sports industry as well as a deep knowledge of the regions” said Craft Sportswear CEO, Stefan Persson.

Craft Sportswear, established in 1977 in Boras, Sweden is a leader in premium sports apparel and footwear across a range of sports including running, cycling, training and outdoor pursuits and in recent years has forged a strategic partnership with The Spartan Race organisation to supply them with apparel and trail footwear. Over the years Craft athletes have won several Olympic golds and world championships in everything from Nordic ski to road cycling.

The agreement between the companies covers more than 12 markets including Australia, New Zealand, South East Asia, Korea as well as the Middle East markets.

“We are delighted to be partnering with the Craft Sportswear team”, said David Thomson, CEO of Aspire Brands, a Singapore based company with a pan-Asian reach dedicated to distributing and marketing premium brands across the region, “From the outset of discussions with the Craft team we were struck by the positive culture of the company as well as their obsession and commitment to product innovation, design and quality”.

David Thomson, a former Nike executive and former CEO of sports brand, 2XU went onto say, “We are excited to work closely with Craft Sportswear to build the brand and business across the markets and bring an incredible brand experience to new consumers. Our team’s experience in the sports industry will serve us well as we look to forge strategic partnerships on the ground in each of the markets”.

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