What Craft Sportswear does

Craft Sportswear, operating through its legal entity Craft of Scandinavia AB, is a Swedish functional sportswear brand founded in 1973 by Anders Bengtsson and headquartered in Borås, Sweden. The company designs, manufactures, and distributes performance apparel and footwear across multiple sports categories including running, cycling, Nordic skiing, training, and padel. Its core product platform centers on a baselayer system (Active Baselayer, wool, and midlayer variants), supported by a running footwear portfolio spanning road, trail, road-to-trail hybrid (Xplor 2), walking, and indoor shoes, plus sport-specific apparel collections such as the Hypervent and Race Day sub-brands for runners and a teamwear line for clubs. Technical differentiation is anchored in moisture-wicking and breathable fabric systems, a Craft FabPatch™ repair accessory for down garments (launched 2024), and a lifetime guarantee on all baselayers purchased from AW 2022 onward.

The company operates a hybrid go-to-market model combining direct-to-consumer e-commerce (eleven-plus regional webstores across Sweden, Norway, Denmark, Finland, Germany, France, Netherlands, Switzerland, UK, USA, Canada, and Japan), physical outlet stores, a B2B teamwear sales channel for sports clubs and organizations, and third-party sportswear retailers. Revenue is generated through hardware sales of apparel, footwear, and accessories with regionally differentiated free-shipping thresholds (€50 in Europe, 599kr in Sweden, 1499kr in Norway, 50 CHF in Switzerland). Supporting infrastructure includes a warehouse in Ulricehamn (Sweden) for order fulfillment, regional offices in Norway (Råde) and Switzerland (Cortaillod), and standard payment integrations (Klarna, Swish, Adyen, Visa/Mastercard, Google Pay). The Craft Circle sustainability program and partnerships with STICA, amfori BSCI, Fair Labor Association, and the International Accord position the brand around durability and ESG commitments (30% CO2 reduction and 50% carbon emission reduction targets by 2030, with 20% of products in circular programs).

Market reach spans roughly 30 countries across Europe, North America, and Japan. Customer concentration is split between general consumer athletes (B2C) and sports clubs/organizations (B2B teamwear), with no single named enterprise customer dominating. The brand's 50+ year heritage, layered product system, and multi-channel distribution constitute its principal commercial assets; revenue figures, ownership structure beyond the apparent New Wave Group affiliation, and quantitative growth metrics are not disclosed in available sources.

Name

Craft Sportswear

Legal name

Craft of Scandinavia AB

Website

https://craftsportswear.com

Company type

Private

Founded year

1973

Operating status

Operating

Headcount range

101–250 employees

Short description

Craft Sportswear is a Swedish functional sportswear brand founded in 1973 that designs and sells performance apparel, footwear, and accessories for running, cycling, Nordic skiing, training, and padel through DTC e-commerce, B2B teamwear, and retail outlets across Europe, North America, and Japan.

Ownership category

akta.pro rank

Product category

Performance Sportswear

NAICS

Sporting and Athletic Goods Manufacturing (33992), Footwear Manufacturing (31621), Shoe Retailers (45821), Sporting Goods, Hobby, and Musical Instrument Retailers (4591)

SIC

Sporting & Athletic Goods, Nec (3949), Retail-Shoe Stores (5661), Retail-Apparel & Accessory Stores (5600), Wholesale-Apparel, Piece Goods & Notions (5130)

akta.pro primary industry

Athletic / Performance & Activewear Brands (CRAAAAAD)

akta.pro secondary industries

Outdoor Clothing & Footwear Retail (Camping/Hiking/Climbing) (CRAMAMAK), Outdoor Performance Footwear & Apparel Retail (Trail/Hike) (CRAMACAI), Athletic Footwear & Sport Apparel Retail (CRAMABAC)

Keywords

• Functional sportswear
• Running apparel
• Cycling clothing
• Athletic footwear
• Baselayer garments

Headquarters

HQ city

Borås

HQ country

Sweden

HQ region

Europe

Offices4 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Direct Consumer Sales: E-commerce sales of sports apparel, footwear, and accessories directly to consumers through regional webstores (craftsportswear.com variants for Sweden, Norway, Switzerland, Germany, France, Netherlands, UK, Japan, USA, Canada). Products include clothing, shoes, baselayers, accessories for running, cycling, Nordic ski, training, and padel.
2. Teamwear B2B Sales: Bulk sales of sportswear to sports clubs and organizations for team uniforms and apparel needs.
3. Retail/Outlet Stores: Physical outlet stores selling discounted apparel and accessories.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels8 records

Core offering

Craft Sportswear designs, manufactures, and sells functional sportswear and athletic footwear for running, cycling, Nordic skiing, training, and padel. The product range includes a layered apparel system (baselayers, midlayers, jackets, training wear), performance footwear (road, trail, road-to-trail, walking, indoor), cycling-specific clothing, accessories, and custom teamwear for sports clubs. The company sells direct to consumers through owned regional webstores, through third-party sportswear retailers, via physical outlet stores, and to sports clubs and organizations through a dedicated B2B teamwear channel.

Product overview

Craft Sportswear is a Swedish premium functional sportswear brand established in 1973, offering a comprehensive portfolio of performance apparel and footwear. The core product lines include: baselayer systems (Active Baselayer, Baselayer Sets, Wool, Midlayers) with lifetime guarantee since AW 2022; running footwear (Road Shoes, Trail Shoes, Road-to-Trail hybrids like Xplor 2, Walking Shoes, Indoor Shoes); and athletic apparel organized by sport (Running, Cycling, Nordic Ski, Training, Padel, Teamwear). Notable sub-brands include the Hypervent Collection for ultra-lightweight running apparel and the Race Day Collection for competitive racing. The brand has expanded into gravel/ultra-distance footwear with the Nordlite Ultra Pro and recently launched the Craft FabPatch™ repair accessory for down garments. The company operates under its Craft Circle sustainability program and offers B2B teamwear solutions alongside its consumer e-commerce platform.

Differentiator

Problem solved

Functional benefit

Brands

• Vacchi Collezione: A named collection featured in the Craft Sportswear product lineup, visible under the Collections navigation.

Products and services

• Baselayer System Base layer sportswear designed to regulate body temperature and wick moisture during training and competition, available in active synthetic, wool, and midlayer options for men, women, and kids, with lifetime guarantee from AW 2022 season onwards.
• Running Shoes Athletic footwear including road running shoes for pavement, trail running shoes for rough terrain, hybrid road-to-trail shoes, walking shoes, and indoor training shoes for men and women.
• Cycling Apparel Cycling-specific clothing including jerseys and bibshorts designed for performance, comfort, and style during competition, commuting, and gravel road exploration.
• Outdoor & Weather Protection Weather-resistant outerwear including jackets and vests with protective surfaces designed for outdoor activities and variable weather conditions.
• Training Apparel General training and workout clothing including hoodies, sweatshirts, pants, shorts, and tights for training sessions and everyday athletic use.
• Teamwear (B2B) Custom team sportswear for clubs and organizations across multiple sports including cycling, running, Nordic ski, training, and padel, offering coordinated apparel programs with bulk ordering capabilities.
• Kids Collection Sports apparel and baselayer for children including jackets, sweatshirts, t-shirts, pants, shorts, tights, baselayer, and accessories sized for young athletes.
• Accessories Athletic accessories including headwear, gloves, socks, bags, and running equipment to complement the apparel and footwear collections.
• Hypervent Collection Running apparel collection featuring ultra-lightweight and breathable materials with a clean, technical design for demanding runners seeking performance and modern aesthetics.
• Race Day Collection Performance running collection designed for ambitious runners seeking maximum performance, featuring lightweight, breathable, and aerodynamic construction to minimize friction, improve ventilation, and provide optimal comfort.
• Vacchi Collezione A named cycling-themed collection (Vacchi Share the Road) featured within the Craft Sportswear product lineup under the Collections navigation.
• Craft FabPatch™ Fabric repair patch for down garments, specifically designed to match the Adv Explore Down Jacket fabric and colors, applied by rubbing for approximately one minute and wash-resistant after 3 days curing time.

Quantifiable outcome

• A garment used twice as long reduces its carbon footprint by 49%

Named customers2 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration15 records

Feature2 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• STICA (Swedish Textile Initiative for Climate Action)coreStrategic or Co-development PartnerNon-profit organization working to create a roadmap and action plan for the Swedish clothing and textile industry to reduce greenhouse gas emissions beyond the 1.5°C warming target.
• amfori BSCIcoreStrategic or Co-development PartnerInitiative created by Foreign Trade Association (FTA), the leading business organization for European and international trade consisting of over 1500 retailers, importers, brands and national actors for developing policy and legal frameworks for sustainable trade.
• RISE Chemical GroupminorStrategic or Co-development PartnerNetwork created by RISE, Research Institutes of Sweden, bringing together experts from universities and authorities to share knowledge and facts from the field to prevent use of prohibited chemicals in textile production.
• Fair Labor AssociationcoreStrategic or Co-development PartnerInitiative that brings together universities, human rights organizations and companies to protect workers' rights worldwide.
• Clean Shipping Index (CSI)minorStrategic or Co-development PartnerNon-profit organization offering voluntary environmental labeling of ships' emissions to air and water to reward and develop sustainable shipping alternatives.
• International Accord for Health and Safety in the Textile and Garment IndustrycoreStrategic or Co-development PartnerBinding agreement to increase safety in the textile industry in Bangladesh and other countries. Regulates inspection of buildings and electrical installations, and requires mandatory routines and exercises for better fire safety.
• AwinminorGTM or Marketing PartnerAffiliate marketing network. Publishers with websites, blogs or other internet presence can register as publishers and apply to Craft's affiliate program through Awin to earn commissions by driving traffic to Craft Sportswear.
• Influencer PartnersminorGTM or Marketing PartnerInfluencer collaboration program accepting pitches from influencers interested in partnerships. Interested parties submit name, website/blog, social media details, email, and collaboration idea to [email protected].

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Nike: Nike is the dominant global performance sportswear and footwear brand, present across every category Craft addresses (running, training, teamwear) with vastly larger scale, athlete sponsorships, and marketing budgets — setting the competitive ceiling Craft must navigate.
• Adidas: Adidas is a broad global sportswear incumbent competing across running apparel, footwear, and teamwear — relevant as a benchmark for Craft's pricing, distribution, and sponsorship dynamics across European and global markets.
• Puma: Puma is a broad European-headquartered performance sportswear brand with running, training, and teamwear lines that compete with Craft's portfolio — particularly in European running and football-adjacent teamwear channels.
• Asics: Asics is a global incumbent in running footwear and performance apparel with a much broader portfolio than Craft, including running shoes, training wear, and teamwear across mass and specialty channels. Competes head-to-head in running footwear and is referenced by Craft's Nordic ski and running positioning.

Direct peers

• On: On Running is a Swiss-headquartered premium running brand offering road, trail, and lifestyle footwear alongside performance apparel — directly comparable to Craft's running shoe line and Nordic-endurance heritage positioning.
• Arc'teryx: Arc'teryx is a premium technical outerwear brand with a comparable product mix of weather-protective shells, midlayers, and performance apparel for outdoor athletes — overlapping with Craft's jacket/vest and outerwear range.
• Hoka: Hoka is a performance running footwear and apparel brand competing in the same road and trail running categories where Craft has launched its Endurance 3, Xplor 2, and Pure Trail Pro shoes. Both target serious endurance athletes with premium-priced functional footwear.
• Löffler: Löffler is an Austrian family-owned functional sportswear manufacturer specializing in baselayers, cycling, and Nordic ski apparel — directly comparable to Craft's heritage baselayer and European cycling/teamwear focus.
• Odlo: Odlo is a Norwegian-origin functional sportswear brand specializing in baselayers and Nordic ski/training apparel — a near-direct competitor to Craft's signature baselayer category and teamwear business across European endurance sports.
• Salomon: Salomon is a French outdoor/footwear brand with deep trail running and Nordic ski exposure, overlapping with Craft's trail shoes, Nordic ski apparel, and outdoor weather protection lines. Both sell to European endurance and outdoor athletes.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/CraftSportswear
• Facebookfacebook.com/craftsportswear
• Instagraminstagram.com/craftsportswearswe/?hl=sv
• LinkedInlinkedin.com/company/craft-sportswear

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Craft Sportswear