Norway’s Bjørn Dæhlie clothing brand, a global leader in nordic sports, has extended its partnership with the U.S. Ski Team through 2015. The announcement came in the heart of the 2011 Nordic Ski World Championships at Holmenkollen in Oslo. Connected to the sport’s most accomplished athlete, eight-time Olympic champion Bjørn Dæhlie, the performance clothing company is pairing with best in the world U.S. athletes who have experienced great success on both the World Cup and Olympic stage.
Daehlie, who won his Olympic medals in the ’90s, started the clothing line that bears his name in 1996. Today the performance brand is sold worldwide through its parent Bj Sport, which was recently acquired by the Norwegian company Active Brands. Bj Sport, based in Oslo, began its relationship with the U.S. Ski Team in 2007.
“Bjørn Dæhlie is the number one brand of choice for cross country specialists,” said Bj Sport Vice President of Marketing Anders Lundin. “So it was natural for the Bjørn Dæhlie brand to extend its partnership with the U.S. Ski Team. Since starting the partnership, Bj Sport has always had an interest in a long term commitment with the U.S. Ski Team’s nordic sports programs.”
“There has always been an historical connection between Norway and America in the sport,” said Dæhlie, who took the first of 46 World Cup wins in 1989 in the USA. “We’re proud to extend our support for another four years.”
The U.S. Ski Team is showcasing its latest Bjørn Dæhlie “pure performance” uniforms as the exclusive team to wear the brand at the 2011 FIS Nordic World Ski Championships presently underway at the fabled Holmenkollen in Oslo. Dæhlie took a break during the opening weekend’s cross country events to meet with U.S. Ski Team cross country stars Kikkan Randall and Kris Freeman.
“The affiliation with the Bjørn Dæhlie brand will provide super high quality product for our athletes,” said U.S. Ski Team Nordic Director John Farra. “Our USSA nordic program is building and Bjørn Daehlie sees the value in our performances and the ability to use our U.S. Ski Team brand to merchandise its product. It’s a good partnership because we’re both growing at the same time in the same direction.”
“As our team continues to reach new historic heights on the World Cup, it’s great to know we have uniforms and technical outwear that can keep up with all our demands,” said the U.S. Ski Team’s Kikkan Randall, who won back to back World Cup sprint races coming into the Championships.”We look like a team to be taken seriously. As we push the envelope of our physical performance, Bjørn Dæhlie continues to push the envelope of technical sports products.”
Bjørn Dæhlie and the U.S. Ski Team have gone black for the 2011 World Championship season, making a strong impression on the World Cup circuit and at the World Championships in Oslo. World Champion silver medalist Randall and Olympic champion Billy Demong and Olympic medalists Todd Lodwick, Johnny Spillane as well as cross country World Cup stars Kris Freeman and Andy Newell will be looking to pick up more hardware.
photo: US Ski Team