ABOUT ACTIVE BRANDS

WE ARE INCUBATING AND ACCELERATING STRONG AND SUSTAINABLE OUTDOOR SPORTS BRANDS INTO GLOBAL LEADERS.

Active Brands is a fast growing house of premium Sports Apparel and Equipment Brands. The brand portfolio consists currently of Kari Traa, Dæhlie, Sweet Protection, Johaug, Bula, Åsnes and Vossatassar.

Founded in 2009, Active Brands has evolved from a Norwegian brand incubation platform to a global brand accelerator with a strong international footprint.

Our Headquarters are located in Oslo with satellite offices in Denver, Shanghai, Gothenburg, Helsinki, Copenhagen, Voss & Trysil.

The main shareholder is the Nordic private equity investment company FSN Capital.

See our code of conduct: Code of Conduct

See our Privacy Policy: Privacy Policy

WE INSPIRE AN
active Lifestyle in the Outdoors

BRANDS

Johaug

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                                                        <h3>Johaug</h3>
                                                        <p>The Johaug brand is based on the successful Olympian Therese Johaug.</p>
<p>In addition to being one of the world’s best winter athletes, Therese has always had a passion for sportswear and fashion. In 2012 she launched her own accessories line, and in 2015 her new sportswear collection saw the ray of light.</p>
<p>Johaug cover women’s sportswear 365 days a year within the categories; training, baselayer, outerwear, active wear and accessories. Therese takes part in the whole design process; from discussing sketches, garments, colors and fit to testing the functionality – making sure to deliver quality throughout the whole collection.</p>
<p>Our collections are inspired by Therese’s unique duality as an athlete and person, where raw willpower meets sophisticated femininity. The line is defined by a modern Scandinavian take on women’s sportswear; mixing functionality and lifestyle through innovative fabrics, clean feminine flattering cuts and thought through sporty details that we know women appreciate.</p>
<a href="https://www.johaug.com" class="g-btn type_secondary"><span>johaug.com</span></a>

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Kari Traa

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                                                        <h3>Kari Traa</h3>
                                                        <p>Kari Traa, the fastest growing women sports brand in Europe, inspires women to a happier, healthier and stronger lifestyle. A way of life inspired by the founder, Kari Traa, a champion freestyle skier with three Olympic medals to her name. Kari´s story begins in Voss, the small town caught between the Norwegian fjords and mountains, where she was born and raised. Her Norwegian heritage has not only given Kari a talent for sport but also an eye for design and a passion for creativity. Fond childhood memories, the rugged Norwegian nature and a strong sense of Scandinavian traditions are still the sources of inspiration for Kari Traa’s designs.</p>
<p>It is all made for girls by girls who are passionate about great looking sportswear that lets you live life in full color. A wide range of products that is warm enough for stormy weather on the mountains and cool enough for a workout at the gym. With a passion for comfort and style, combined with trailblazing technical fabric, Kari Traa meet the demands of an active, sporty and adventurous lifestyle.</p>
<a href="https://www.karitraa.com" class="g-btn type_secondary"><span>karitraa.com</span></a>

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DÆHLIE

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                                                        <h3>DÆHLIE</h3>
                                                        <p>The Dæhlie brand was established in 1996 by cross-country skier Bjørn Dæhlie. Bjørn pushed the limits of his sport in the 1990s and with eight Olympic gold medals and as nine times World Champion he is a living legend. Starting with cross country skiing apparel the brand has developed into a premium supplier of technical clothing for endurance sports, with the main focus on running and xc skiing.</p>
<p>Our strong skiing heritage and authentic Norwegian outdoor culture is in our DNA, and nature is our arena. For 25 years, the Dæhlie organization has developed innovative clothing for runners and cross-country skiers. Our design is clean and contemporary without anything superfluous that take away the focus from your achievements. DÆHLIE Sportswear is the main partner for the Norwegian National Cross-Country Ski Team. A team filled with Bjørn Dæhlie’s successors and some of the very best athletes of today. They are our test pilots and brand heroes.</p>
<a href="https://www.dahlie.com" class="g-btn type_secondary"><span>daehlie.com</span></a>

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SWEET PROTECTION

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                                                        <h3>SWEET PROTECTION</h3>
                                                        <p>Stronger. Lighter. Better. The Sweet mantra can be traced back to a school paper from 1988, made by one of the founders and design manager, Ståle Møller. A pioneering and visionary industrial designer on a relentless mission to let action sport enthusiasts benefit from the properties of high-tech materials and manufacturing methods. Fueled by ideas and inspiration drawn from a very different in California’s unique board cultures. This fusion meant that outstanding functionality and performance in itself was not enough. The distinctive design and attitude should be reflected in the product, by its essential role in the creation of each concept. Some years down the road, and the scribbles on a paper have become the core of a unique brand identity, and in the process the mantra has evolved into a purified sentence: Create superior protection inspiring people to push their boundaries.</p>
<p>Sweet Protection blends industry-leading innovation with the finest craftsmanship available to create the safest and most advanced helmets, eyewear, protective gear and apparel for bike, paddle, ski and snowboard.</p>
<p>Sweet Protection strives to inspire every outdoor enthusiast – from World Cup ski racers to the weekend warrior out with their kids and everyone in between – to give them the confidence to go further and faster. If you aren’t able to push your own limits, we aren’t doing our job.</p>
<p>Our core design philosophy guides all our decisions: Stronger. Lighter. Better. We are overachievers with extremely high expectations for our products; well above and beyond industry certifications and standardized tests.</p>
<p>Sweet Protection is based in Norway and was founded in 2020 by a tight-knit group of skiers, riders, cyclists and paddlers, looking to make the best helmets and apparel available. We build the gear we use and stand behind every product we make. To us there is no compromise. Our passion is your protection.</p>
<a href="https://www.sweetprotection.com" class="g-btn type_secondary"><span>sweetprotection.com</span></a>

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ÅSNES

BULA

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                                                        <h3>BULA</h3>
                                                        <p>While vacationing in fiji two ski bums were inspired by the islands carefree spirit and greeting. The brand was established to represent their fun and unique lifestyle. “Bula bula” is a fijian greeting that stands for “good life, health and happiness” values which remain at the heart of the bula brand to this day.</p>
<p>Over the past 30 years Bula has grown into an international leader of winter headwear. Our initial offering of hats and beanies have expanded to include base layers, gloves, socks and sweaters. Each year we add fresh new designs which provide a splash of color and a dash of style to essentially protect you from the elements. Bula will be there to keep you warm during any outdoor activity, whether it’s skiing, sledding, running or simply making a snow man BULA has you covered.</p>
<p>Bula’s renowned variety ensures a great Bula product for everyone. Remember Bula is all about enjoying the experience and living the good life. Hang out with family and friends, smile and relax. Have fun, travel and above all don’t take things too seriously. Life is short so live it to the fullest and don’t look back. We’ve been living the good life since 1983, now it’s your turn to start living it too!</p>
<a href="https://www.bula.com" class="g-btn type_secondary"><span>bula.com</span></a>

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Vossatassar

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                                                        <h3>Vossatassar</h3>
                                                        <p>Vossatassar is a kids brand for kids 1-6 years old with the main targetgroup parents who share our vision of letting kids be kids and not small adults. We wish to create the funniest and most colourful brand for kids in Scandinavian textile business.</p>
<p>We wish to deliver kids wear in mid price range to active kids with playing as lifestyle.</p>
<p>We work with clear design processes and everything is made in-house. From moodboard to finished collection, therefore we can create an original brand and avoid copying.</p>
<p>The children are our most important laboratory. We test all garments on kids both in outdoor kindergarten and ordinary kindergarten.</p>
<a href="https://www.vossatassar.no" class="g-btn type_secondary"><span>vossatassar.no</span></a>

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Contact Us

Kabelgaten 6, 0580 Oslo, Norway

+47 56 51 98 00

post@activebrands.com

ABOUT ACTIVE BRANDS

WE INSPIRE AN active Lifestyle in the Outdoors

BRANDS

Johaug

Kari Traa

DÆHLIE

SWEET PROTECTION

ÅSNES

BULA

Vossatassar

Contact Us

WE INSPIRE AN
active Lifestyle in the Outdoors