New Wave Group AB Annual_report_2018_EN_HQ | Page 28

NWG // SPORTS & LEISURE
Spartan
Craft and Spartan in
global partnership
to create high-
performance
apparel specifically
designed for
obstacle course
racing.
Craft
Athletics
Craft collaborates
and develops
functional garments
together with the
Swedish athletics
national team.
AHEAD
Laurentide
For over 70 years Laurentide has
delivered high quality work gloves
and clothing to the North American
industrial and utilities marketplace.
Longstanding supply agreements
with key distributors and utility
companies have kept Laurentide at
the forefront of supply and service
to the growth of North America’s
infrastructure.
028 // ANNUAL REPORT
AHEAD designs and markets branded
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 partner-
ships with Jack Nicklaus, Annika
Sörenstam, and with the Arnold
Palmer Enterprises.
The innovative Craft sportswear is
designed for the fast-paced nature
of modern athletes everywhere. By
combining modern design with superior
functionality and exceptional ergo-
nomics, the brand’s cutting-edge
products enable world champions
and everyday heroes to enjoy their
athletic experience. 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 inno-
vative functional clothes. For almost
as long, the brand has been a part of the
professional sports world. The company's
knowledge of how a training and compe-
tition item is 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 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.