Fenix Outdoor Group new partner of E.H.C.
GOTHENBURG, Sweden – The Alliance of European Hockey Clubs (E.H.C.) has entered into an agreement with Fenix Outdoor Group, one of the world’s leading companies in developing and selling clothing and equipment for active outdoor life. Fenix’ flagship brand is Fjällräven, the Swedish outdoor equipment and apparel producer, known for its Greenland jackets and the iconic Kånken rucksack.
The agreement is for three years, starting 2016, through 2019. The eight brands which are under the Fenix Outdoor Group umbrella will be visibly associated and displayed in connection with the E.H.C. Alliance, its various future communications platforms and events. Concrete cooperation forms will be announced later.
Martin Nordin, CEO and majority owner in Fenix Outdoor Group, commented:
“There has always been a very concrete and passionate link between our company, especially Fjällräven, and ice hockey. The company and the different brands within Fenix have been involved in hockey partnerships in several countries.”
“The association of Fenix Outdoor Group with the Alliance of European Hockey Clubs is timely as it reflects the international reach of our eight brands where basically each of them originates from a country where hockey is a major sport,” said Martin Nordin. “One intriguing development is that hockey, which for the last sixty-seventy years has been an indoor game, occasionally goes outdoor again. And spending several hours in adverse outdoor conditions is our business.”
Marc Lüthi, the President of the E.H.C. Alliance added:
“We are delighted to secure a multi-year partnership with such a successful and committed company as the Fenix Outdoor Group and to be associated with its eight well-known brands in the outdoor business,” said Lüthi, who parallel with his E.H.C. presidency is the CEO of current Swiss champion club SC Bern.
“Our agreement is based not only on commercial values and incentives, but also on common interests like growing the game of hockey on club level, to contribute to make professional club hockey economically sustainable, to make the sport more accessible to youth while applying the highest moral standards during this process.”
About Fenix Outdoor Group: Fenix Outdoor (www.fenixoutdoor.se) is an international group of eight outdoor brands; Fjällräven, Tierra, Primus, Brunton and Hanwag (development and production of outdoor gear and apparel) while Naturkompaniet (SWE), Partioaitta (FIN) and Globetrotter (GER) make up Fenix’ retail division. The company is listed on the Nasdaq OMX, Stockholm, Mid Cap. Fenix Outdoor was founded in 1967, with Fjällräven founded in 1960 by Åke Nordin in Örnsköldsvik, Sweden. The iconic popularity of the Kånken rucksack has reached global proportions.
About the Alliance of European Hockey Clubs: The alliance was formally founded on 13 June 2016 at the E.H.C.´s first Annual General Meeting in Berlin, by some 70 clubs from 13 European countries. Ice Hockey thus became the third major European team sport, after football’s European Club Association (ECA) and Forum Club Handball (FCH), to found a club alliance with the mandate to look after and promote the interests of the professional hockey clubs and represent them internationally.
