NWG Annual Report 2019 - EN NWG Annual Report 2019 - EN | Page 28

NWG // SPORTS & LEISURE
Teamwear
Craft cooperates
with all kinds of
teams from small
associations to top
teams in Sweden
and Europe.
Pictured right: The
Swedish cross-country
skiing team dresses in
Craft. Photo by Mathias
Bergeld, Bildbyrån.
Craft
AHEAD
Laurentide
For over 70 years Laurentide has
delivered high quality work gloves and
clothing to the North American indu-
strial and utilities market. Longstanding
supply agreements with the companies
have kept Laurentide at the forefront of
supply and service.
028 // ANNUAL REPORT
AHEAD designs and markets headwear,
clothing, and accessories, which are
customized with AHEAD’s high quality
graphics for golf shops, tournaments
and resorts worldwide. Founded
in New Bedford, MA, USA in 1995,
AHEAD is the recognized leader in the
golf headwear market and under New
Wave Group's ownership has expanded
into the promo market. AHEAD has
an extensive presence on the PGA Tour
as well as the golf’s Majors, including
the U.S. Open, British Open, and PGA
Championship. AHEAD enjoys exclusive
partnerships with Jack Nicklaus, Annika
Sörenstam, and with the Arnold Palmer
Enterprises.
Craft’s innovative products are designed
for passionate athletes all over the world.
By combining modern design with
superb functionality and exceptional
ergonomics, enables optimal sporting
performance for both world champions
and everyday heroes. With its heritage
in Scandinavian nature and passion for
endurance and fitness sports, the brand
appears in the categories Baselayer,
Run, Nordic Ski, Bike, Sportswear,
Trainingwear, Studio, Teamwear and
Footwear.
Since 1977, Craft has delivered optimal
performance through innovative func-
tional clothing. For almost as long, the
brand has been a part of the professional
sports world. The company's knowledge of
how a training and competitive garment
should be designed to offer optimum
function comes largely from a long and
rewarding collaboration with elite athletes
throughout the world.
Sweden is the brand’s home market and
the largest market for sales. Defined focus
markets with great potential are the other
Nordic countries, the Benelux countries,
the United States, Canada and Germany.
Competitors vary slightly depending
on the segment and market, but some
examples are Adidas, Castelli, Nike,
North Face, Odlo and Swix. Craft's goal
is to continue its expansion phase and
establish a strong international market
position.