The clothing behind Sweden’s national ski teams
In 2016, Sweden’s alpine team switched to Helly Hansen while the cross-country team extended its longstanding partnership with Craft.
With winter approaching in November 2016, Sweden’s national ski teams offered inspiration for anyone looking for winter clothing.
Watching winter sports can be inspiring. The alpine World Cup had opened the previous weekend, and the Swedish skiers impressed in the first giant slalom. Alongside the sporting performances, viewers could see high-quality clothing both on the slopes and between runs.
A change for the alpine team
After 29 years training and competing in clothing supplied by Japanese brand Goldwin, Sweden’s alpine team signed with Norwegian sportswear company Helly Hansen. The initial agreement ran for five years. Both the team’s management and Helly Hansen hoped it would work well enough to be extended.
Finalizing the Swedish outfits took time. One obstacle came from the state heraldist at the Swedish National Archives. The designers had wanted to use Sweden’s lesser coat of arms, the three crowns, but their application was rejected. As the state heraldist explained, using Sweden’s coat of arms requires special permission, and decorating a sports uniform was not considered sufficient justification. Helly Hansen’s designers continued in a different direction.
The split with Goldwin was undramatic. Both sides wanted something new. Sweden’s alpine head coach Tommy Winter described it as “the perfect divorce”: Sweden wanted one thing, while Goldwin wanted to invest in something else.
The cross-country team stays with Craft
Early in 2016, Sweden’s cross-country team announced an extension of its sponsorship agreement with Swedish sportswear company Craft. The partnership had lasted more than 15 years, with the Borås-based company continually developing its technical clothing together with the team. Charlotte Kalla, Hellner and their Swedish teammates were therefore set to wear Craft at the 2018 Winter Olympics and the 2017 and 2019 World Championships.
Sports retailer Intersport had also sponsored Sweden’s ski team for many years, specializing in equipment for adults and children. Its range included several brands favored by winter sports stars. Alongside clothing, it offered help choosing ski equipment through cross-country packages comprising skis, boots and bindings, selected according to the skier’s height and weight to provide a suitable setup for the trails.
