Haglöfs, the official partner of the Swedish Olympic Committee, has been tasked with creating the official race suits for Sweden's alpine skiing and ski cross teams ahead of the 2026 Winter Olympics in Milano Cortina. The designs draw from Swedish winter elements and the sport's dynamic movements. This builds on the company's existing role in providing athletes' mittens.
Haglöfs is expanding its involvement with the Swedish Olympic Team as preparations ramp up for the 2026 Winter Olympics in Milano Cortina. As the official partner of the Swedish Olympic Committee (SOK), the Swedish outdoor brand already supplies lightweight mittens for athletes during the Games. Now, it has taken on the significant responsibility of designing the race suits for the nation's alpine skiing disciplines and ski cross events.
The suits were developed through close collaboration with Olympic alpine and ski cross athletes. They feature a distinct Swedish identity, inspired by the country's profound winter darkness, untamed natural elements, and the intense, carving motions of alpine skiing. This aesthetic captures the essence of speed and precision, rooted in Haglöfs' century-plus legacy of Scandinavian design and technical expertise.
The resulting attire aims to embody the resilience, assurance, and contemporary spirit of Swedish winter athletics on the global stage. "Being part of Sweden’s journey to Milano Cortina 2026 is something we are immensely proud of," stated Andreas Lorenz, CEO of Haglöfs. "This is an extraordinary moment for Swedish winter sports, and we’re honoured to stand alongside some of the world’s most exciting athletes as they prepare to compete at the very highest level. Our ambition is clear: to help them feel confident, powerful, and fully focused on performing at their absolute best when it matters most."
This partnership underscores Haglöfs' commitment to supporting elite performers, blending tradition with innovation to enhance athletic focus and performance.
