Dæhlie included collaboration with Petter Northug – TV 2

Active Brands have brand Bjørn Dæhlie signed a clothing deal with Petter Northug. The agreement runs for three years.

– It is a very big day for Active Brands and brand Bjørn Dæhlie, says Director Nordic in Active Brands Øystein Bråta to TV 2.

– In practice this means that Petter Northug from today go with Bjorn Dæhlie-apparel twelve months a year. There he will make the next three years, continuing Bråta.

Not the same deal as Johaug
Northug must therefore dispose with his own clothing line that is in partnership with Swix and Coop. The clothing line is in direct competition with the union’s clothing supplier BJ (Bjørn Dæhlie).

Therese Johaug found a loophole in the regulations that makes her have their own fashion collection in stores. She and manager Jørn Ernst went into partnership with national supplier of clothing – as several of the industry also believe is a competitor to Johaug-clothes.

How to get there for Northug.

– This is more an ambassador appointment where he will front the brand Bjørn Dæhlie. Johaug has a different arrangement where we develop brand Johaug says Bråta.

He would not rule out a similar deal with Northug, something Petter Northug manager Are Sørum Langås confirms.

– Northug has an agreement that allows him to come with her own collections gradually. There is of course a very exciting project, says Soerum Langås to TV 2.

– Very satisfied
By press release it emerges that the parties have had a good dialogue over a long time.

– We have had a dialogue with Bjørn Dæhlie and Active Brands over a period. Now we have established a very good deal, says Soerum Langås.

– I am very pleased to be able to walk with a clothing line I know well and which I partly had four gold-Experiences as late as Falun earlier this year, says Petter Northug in a statement.

Swix is ​​relaxed
Ulf Bjerknes, who has ruled Swix for ten years, taking defeat with crushing calm.

– We are really very relaxed. We already have an agreement with Northug. Rod and glove agreement continues the. Stakes and gloves give a lot of visibility. That’s half of what we do with Northug. Textile Agreement, we are very relaxed on. There is a tie-up against COOP. It is a very small portion of our sales. It turns out very little for us in terms of turnover. In our world comes and goes the type contracts, says Bjerknes to TV 2

– Why do you think Dæhlie signs agreement with Northug?

– I think it has that COOP want to use Northug over a longer period and with that he is a national runner, says Bjerknes.

Swix boss is more concerned about the long term effects.

– It is important for the Norwegian Ski Federation is making deals that can withstand the test of time and are transparent over many years. When NSF going out to tender rounds again in a few years it is important that they have an agreement framework which allows everyone to enter and assess the NSF as a possible partner.

– Are you worried that the Norwegian Ski Federation is linked too closely to Active Brands?

– It is more of a concern Ski Federation has than what we have. There are so many sponsorships out there that can give us visibility. I hope for the FIS part that gets them to think carefully about and make agreements that can withstand being challenged, says Bjerknes.