DÆHLIE Sportswear
DÆHLIE Sportswear is a private direct-to-consumer athletic apparel company founded in 1996 by Olympic skiing legend Bjørn Dæhlie, specializing in wool-based performance clothing for cross-country skiing and running, sold through its own e-commerce website to serious endurance athletes.
- Company typePrivate
- Founded1996
- HeadquartersNew York, United States
- Headcount51–100
- GTM typeB2C
- OfferingHardware or Manufacturing
What DÆHLIE Sportswear does
DÆHLIE Sportswear is a privately held direct-to-consumer athletic apparel company founded in 1996 by eight-time Olympic medalist and skiing legend Bjørn Dæhlie, now operating as a subsidiary of Active Brands. The company specializes in performance apparel for cross-country skiing and running, with a product portfolio organized across Men's, Women's, Junior, and Accessories categories — including the Tempo and Run 365 t-shirt and singlet lines, Run 2-in-1 shorts, and Tempo tights, all priced between $21 and $60 USD. Its core technology emphasis is on wool-based performance fabric positioned as a natural high-performance material for endurance activities.
The business operates exclusively through its own e-commerce website (dahlie.com) with a US-focused storefront, supplemented by community channels including an official Strava club, athlete ambassador programs, and a customer UX Test Group. Marketing is content-driven, supported by guides on running and cross-country skiing, organic social media presence on Facebook and Instagram, and email newsletter acquisition with a 15% first-order incentive. Distribution relies on direct-to-consumer shipping with free standard shipping on orders above $200 and 30-day free returns. The company does not list wholesale, retail, or marketplace partnerships in the available data, indicating a pure DTC model.
DÆHLIE Sportswear targets serious athletes in cross-country skiing and running, using founder credibility, athlete partnerships, and 30 years of brand heritage as core differentiators. No revenue, funding, or financial performance data is publicly disclosed. The company is celebrating 30 years in the 25/26 season, signaling ongoing brand investment rather than aggressive expansion.
DÆHLIE Sportswear firmographics
Firmographics- Name
- DÆHLIE Sportswear
- Legal name
- DÆHLIE Sportswear
- Website
- https://dahlie.com
- Company type
- Private
- Founded year
- 1996
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- DÆHLIE Sportswear is a private direct-to-consumer athletic apparel company founded in 1996 by Olympic skiing legend Bjørn Dæhlie, specializing in wool-based performance clothing for cross-country skiing and running, sold through its own e-commerce website to serious endurance athletes.
- Ownership category
- akta.pro rank
DÆHLIE Sportswear industry classification
Industry- Product category
- Performance Athletic Apparel
- NAICS
- Sporting Goods Retailers (45911)
- SIC
- Retail-Apparel & Accessory Stores (5600)
- akta.pro primary industry
- Running & Endurance Wear (CRAAAEAD)
- akta.pro secondary industries
- Nordic / Cross-Country Ski Retail (Skis, Boots, Bindings, Poles, Wax) (CRAMAJAG), Activewear & Sportswear (Children) (CRAAAHAJ)
Keywords
Where DÆHLIE Sportswear is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Markets served
DÆHLIE Sportswear business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Marketing or Sales, Operations
Revenue model
- Direct Product Sales: One-time purchase model for athletic apparel and accessories through e-commerce storefront. Products include t-shirts, singlets, shorts, tights for men, women, and juniors. Revenue generated from individual transaction sales with seasonal promotional discounts (30-50% off during sales).
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual apparel items with tiered pricing based on product category |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels7 records
DÆHLIE Sportswear product offering
Product offeringCore offering
DÆHLIE Sportswear designs and sells performance athletic apparel — including t-shirts, singlets, shorts, and tights — for cross-country skiing and running, with a focus on wool-based performance fabric technology. Products are offered across men's, women's, and junior segments, along with accessories, through a direct-to-consumer e-commerce storefront. The brand collaborates with elite athletes to drive continuous product innovation and supports training and competition use cases for serious endurance athletes.
Product overview
DÆHLIE Sportswear is a single-brand athletic apparel company that offers a focused portfolio of performance wear for cross-country skiing and running. The product line is organized across gender segments (Men's, Women's, Junior) plus Accessories, with specific product families including T-Shirts (Tempo line), Singlets (Run 365 and Tempo lines), Shorts (Run 2 in 1), and Tights (Tempo). The brand emphasizes innovation, function, and design, collaborating with elite athletes to continuously improve its apparel offerings. A Sale section features discounted items across multiple product categories.
Differentiator
Problem solved
Functional benefit
Products and services
- T-Shirt Tempo men's
- T-Shirt Tempo women's Performance t-shirt designed for female athletes, featuring moisture-wicking fabric intended for running and cross-country skiing activities; priced at $35.00 USD (sale $24.50).
- Singlet Run 365 men's Men's running singlet intended for year-round training and competition use; priced at $50.00 USD (sale $35.00).
- Singlet Tempo women's Women's running singlet with performance-focused design for training sessions; priced at $30.00 USD (sale $21.00).
- Shorts Run 2 in 1 men's Men's running shorts with built-in compression liner, combining functionality and comfort for training and races; priced at $60.00 USD (sale $42.00).
- Shorts Run 2 in 1 women's Women's running shorts with built-in compression liner, combining functionality and comfort for training and races; priced at $60.00 USD (sale $42.00).
- Tights Tempo 7,5 Inch men's Men's running tights with a 7.5-inch inseam, designed for performance and comfort during training and competition; priced at $50.00 USD (sale $35.00).
- Tights Tempo 7,5 Inch women's Women's running tights with a 7.5-inch inseam, designed for performance and comfort during training and competition; priced at $50.00 USD (sale $35.00).
Companies that use DÆHLIE Sportswear
Customer profileSegments4 records
Ideal customer profiles2 records
DÆHLIE Sportswear technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
DÆHLIE Sportswear partnerships and signals
Strategic signalScale indicators1 record
Recent moves5 records
Expansion highlights3 records
DÆHLIE Sportswear competitors and assessment
Company assessmentDirect peers
- Craft Sportswear: Swedish sportswear brand specializing in cross-country skiing and running apparel — almost a mirror image of DÆHLIE in category mix (XC ski + endurance run) and founder-era heritage.
- Tracksmith: US-based premium running apparel brand built on heritage, community content (training guides), and direct-to-consumer; the closest US peer in running-apparel positioning to DÆHLIE's running line.
- Swix: Norwegian cross-country skiing apparel and equipment specialist; directly comparable to DÆHLIE on XC-ski authority, fabric technology, and Nordic heritage.
- rabbit: California-based premium running apparel brand with a community-and-content-led DTC model, similar premium price points ($25-$80 range), and a niche-runner focus overlapping DÆHLIE's running customer.
- Oiselle: Independent women's running apparel brand with community ambassador programs and content-driven DTC marketing, comparable to DÆHLIE on athlete-led brand-building and DTC positioning.
Emerging players
- Ciele Athletics: Running-focused apparel and headwear brand with strong Strava and content community presence; an emerging niche player overlapping DÆHLIE on running-focused community-led GTM.
- Bandit Running: Premium running apparel DTC brand with a community ambassador program; comparable on premium running positioning and athlete-driven GTM, though younger and US-only.
Broad incumbents
- HOKA: Performance running brand (owned by Deckers) that has aggressively expanded from footwear into apparel; a broad incumbent competing for the same serious-runner customer as DÆHLIE.
- Lululemon: Global premium athletic apparel incumbent with a substantial women's and men's running line; competes with DÆHLIE for premium running customer wallet share and pulls pricing expectations.
- Arc'teryx: Premium technical outdoor/performance apparel brand; a broader incumbent that overlaps DÆHLIE on the wool-performance, technical-apparel, and premium-brand positioning axes.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
DÆHLIE Sportswear social profiles
Digital presenceDÆHLIE Sportswear financial estimates
Financial estimateRevenue estimate
Valuation estimate
DÆHLIE Sportswear leadership team
Management profileNumber of profiles
Profiles1 record
DÆHLIE Sportswear funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
DÆHLIE Sportswear M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about DÆHLIE Sportswear
What does DÆHLIE Sportswear do?
DÆHLIE Sportswear designs and sells performance athletic apparel — including t-shirts, singlets, shorts, and tights — for cross-country skiing and running, with a focus on wool-based performance fabric technology. Products are offered across men's, women's, and junior segments, along with accessories, through a direct-to-consumer e-commerce storefront. The brand collaborates with elite athletes to drive continuous product innovation and supports training and competition use cases for serious endurance athletes.
Is DÆHLIE Sportswear a public or private company?
DÆHLIE Sportswear is a private company. It is classified as corporate owned and is currently operating.
When was DÆHLIE Sportswear founded?
DÆHLIE Sportswear was founded in 1996. It employs 51 to 100 people.
Where is DÆHLIE Sportswear based?
DÆHLIE Sportswear is headquartered in New York, United States, in the North America region.
How does DÆHLIE Sportswear make money?
One revenue line is on record: direct Product Sales.
Who are DÆHLIE Sportswear's main competitors?
Direct peers on record are Craft Sportswear, Tracksmith, Swix, rabbit and Oiselle. Emerging players are Ciele Athletics and Bandit Running. Broad incumbents are HOKA, Lululemon and Arc'teryx.
Does DÆHLIE Sportswear have an API?
No public API is recorded for DÆHLIE Sportswear.
What industry is DÆHLIE Sportswear in?
DÆHLIE Sportswear's product category is Performance Athletic Apparel. Its primary akta.pro industry code is CRAAAEAD, Running & Endurance Wear, with a secondary code of CRAMAJAG, Nordic / Cross-Country Ski Retail (Skis, Boots, Bindings, Poles, Wax). Its NAICS code is 45911 and its SIC code is 5600.