Archives: Press Releases

BORÅS, Sweden – May 7, 2025 – Craft Sportswear, the Swedish brand renowned for its commitment to innovation and excellence in endurance sports apparel and footwear, is proud to announce the global launch of its new brand campaign film, “Run. Like We’re Meant To.”

Craft reminds us that we’re all meant to run by transforming ultra runner Tim Tollefson into a caveman. What happens when we go with our instincts? That’s the theme in Craft Sportswear’s new brand film, visualizing something we’ve carried with us since ancient times. Because even though today we run with watches, gels, and advanced gear, the drive behind each step is the same as it was thousands of years ago. It’s one of humanity’s oldest instincts.

In the film, developed by the creative agency Forsman & Bodenfors, we follow Tim Tollefson, professional ultra runner and former member of the U.S. National Team, in the role of a modern caveman. We follow him on an epic run, from the wilderness to the city. A humorous way to portray the feeling of freedom you get when you run.

“There’s something deeply human about running. It’s more than a sport – it’s a way to feel alive. Stepping into this role was both physically demanding and mentally close to my own experience of running,” says Tim Tollefson.

The film also reflects Craft’s belief that running should feel free and instinctive – across any surface. As pioneers in the “road-to-trail” category, Craft continues to inspire runners to move beyond limits, whether it’s on roads, trails, or anything in between.

Directed by Filip Nilsson, and the caveman transformation was created by special effects artist Arturo Balseiro, known for films like Pan’s Labyrinth and Hellboy. The result is a film that isn’t about performance or specific products, but rather conveys the feeling of freedom in running.

“We wanted to make a film about why we run in the first place. We know there’s something more to it. Something that’s felt rather than explained. And that’s exactly the feeling we wanted to capture,” says Niklas Moberg, Head of Brand at Craft Sportswear.

ABOUT CRAFT SPORTSWEAR

Craft is born from sweat and hard work, from snow and rain, from defeats and victories, and from the euphoria that comes when limits are pushed. For over four decades, we have delivered optimal performance through functional sportswear. Almost as long, we have been a trusted part of the professional sports world. Our deep knowledge of how to design training and competition apparel for maximum functionality stems from decades of close and rewarding collaboration with elite athletes across the globe. Craft Sportswear is part of New Wave Group.For more information, visit craftsports.us.

 

PARK CITY, Utah – May 7^th, 2025 – Rossignol Group, a world leader in Mountain Sports Equipment, announces the arrival of outdoor industry veteran Adam Ketcheson as Chief Commercial Officer to accelerate its international omni channel deployment and contribute to its multi season, multi-sport strategy. In this pivotal role, Ketcheson will be responsible for driving the company’s global commercial strategy across both Business-to-Business (B2B) and Direct-to-Consumer (DTC) channels.

Adam brings over 20 years of extensive experience in the sporting goods industry, with a proven track record of success in leading large teams for global brands. His deep understanding of the market, coupled with his passion for outdoor sports, makes him an invaluable addition to the Rossignol leadership team.

Adam’s career began at Salomon Canada, and he later joined The North Face where he held a global brand role. He subsequently served as VP of Brand Marketing and DTC at Arc’teryx. Most recently, Ketcheson held the position of Chief Commercial Officer at MEC in Canada.

“I’m excited to join the Rossignol Group and have the opportunity to work with a rich portfolio of brands, each with a unique heritage and a strong commitment to innovation and performance,” said Adam Ketcheson. “Having worked across both wholesale and direct-to-consumer businesses throughout my career, I look forward to leading the talented brand teams around the world to unlock new growth opportunities in the dynamic mountain sports and lifestyle market, while ensuring a cohesive strategy across our B2B and DTC touchpoints.”

“We are thrilled to welcome Adam to Rossignol,” said Vincent Wauters CEO. “His strategic vision and deep understanding of our industry will be instrumental in accelerating our growth. Adam’s leadership will be key in driving our omni-channel strategy, encompassing both our valued B2B partners and our growing DTC operations, and enhancing our customer experience worldwide.

“ I also want to express my most sincere gratitude to François Goulet for his outstanding contribution over the last 30 years. Francois will retire at the end of the summer from his role as Rossignol Group President for North America and China and VP Global Sales. His commitment to lead international sales deployment enabled the group to grow into a global mountain sports leader. His determination, dedication to our brands and expertise will be a source of inspiration going forward!”

Ketcheson will be based at Rossignol’s global headquarters in France, and his appointment is effective June 2^nd 2025.

 

Following the success of their first collaboration in 2024, sustainability-focused outdoor brand Finisterre and Gregory, the US label known for the supreme carrying comfort of its backpacks, have reunited for a new collection built for life in constant motion.

The 2025 drop introduces a three-piece summer bag range – duffel, waist pack and sling pack — a versatile, detail-rich capsule made for the journeys taken every day, and the wild ones we dream about.

The trio of packs, which launch May 6, are designed to move with you — through airports, across beaches, down trails and city streets. Each piece is crafted with precision and honors Gregory’s decades of ergonomic expertise, and a sustainability-first mindset that stays true to Finisterre’s ocean roots.

Made using low-impact materials and built to endure, this is gear that treads lighter so future generations can continue to explore the wild places we love.

The collection includes:

The Duffle – $200: A go-to for surf trips, road adventures, and escapes to the edges of the map. Spacious and built to last, it’s designed with surf in mind — rugged on the outside and intelligently organised on the inside. The Duffle lives by the door, always ready to go.

The Waist Pack – $50: For days that unfold without a plan. Small but mighty, this 24/7 grab-and-go keeps your essentials close, whether you’re on a dawn surf check, an afternoon hike, or heading from the train straight into a meeting.

The Sling – $70: Minimal, intuitive, endlessly functional. Perfect for those fast and on-the-fly missions

— bike rides, market runs, trails to somewhere new. Worn across the body or over the shoulder, it keeps pace with life’s fast lane.

Driving this collaboration is Gregory’s belief that a great pack should be worn and not carried – an ethos that leads all Gregory products to feel like an extension of the human body. Combined with Finisterre’s design perspective and coastal way of thinking, the result is a premium bag range that serves a purpose and feels good to carry.

The GREGORY + FINISTERRE collection launches on May 6, 2025.

Prices range from $50 to $200 and will be available exclusively at finisterre.com and in select stores. Finisterre + Gregory Product and Lifestyle imagery are available HERE.

Finisterre + Gregory media kit is HERE.

ABOUT FINISTERRE

Born from the needs of hardy British surfers, Finisterre makes enduring outdoor wear for an inspired life in and around the sea. It started in 2003 with an innovative fleece that was designed to keep out chill winds and warm up cold bodies. Since these early days, driven by those who have jumped onboard, the brand and product has widened beyond these original beginnings. Yet from their cliff top workshop in Cornwall, they stay true to their original design ethos of functionality and sustainability brought to life in an understated style and identity.

Website: finisterre.com

ABOUT GREGORY MOUNTAIN PRODUCTS

For nearly 50 years, Gregory Mountain Products has been a global leader in expedition, backpacking, daypacks, lifestyle, travel, and camping gear. World renowned for fit, durability, performance, and accessibility, Gregory has won countless awards and recognition from media outlets such as Outside Magazine, National Geographic, Popular Science, Men’s Journal, New York Times, and many others.

Gregory is a product driven company that continues to lead the way in innovative, and experience-enhancing outdoor gear that helps more people experience the benefits of the great outdoors in style and comfort.

Website: gregorypacks.com

 

PHOENIX (May 6, 2025) – Lectric eBikes today launched the next evolution of America’s most popular ebike, the XP^TM 3.0, with the eagerly-anticipated XP4. The all new XP4 builds on the versatile, high-performing, and award-winning design of the XP model, a pillar in the ebike industry beloved by more than 400,000 riders across the U.S. The XP4 is now available for pre-order at the same starting price as the XP 3.0, including a standard 500-watt motor and a new 750-watt motor model, the XP4 750.

“Because this model is so important to us and our riding community, we were determined to hold the line on price,” said Lectric eBikes co-founder and CEO Levi Conlow. “While other ebike companies continue to raise prices and launch new products at higher price points, we know riders are going to appreciate Lectric going against the grain and making huge improvements for the same entry price we set more than four years ago.”

Built for both fun and function, the eagerly anticipated XP4 carries on the tradition of the ultimate utility unit, made with an abundance of upgrades to the undisputed industry standard for foldable electric bikes. The XP4 takes its predecessor’s critically-acclaimed concept and incorporates vast improvements, including a new in-house designed torque sensor that helps manage power output based on the rider’s pedaling effort to provide more control and an overall better riding experience. Also new to the XP4 is a fully redesigned frame, new colors, full color TFT display, new hydraulic brakes, and an 8-speed Shimano Altus drivetrain. This modular marvel is also compatible with an expansive range of accessories to carry gear, groceries, tools, coolers, food containers, furry friends, children, and even adults, with a redesigned rear LevelUp Rack and additional points and tie-downs for toting, towing, and transporting.

The XP4 comes with a 500-watt motor and a 10.4 Ah battery, starting at the same price as the XP 3.0 for $999.00. The XP4 750 comes with a 750-watt motor and a 17.5 Ah battery for $1,299, something that’s never been accomplished before at this price point. Also, riders of the XP 3.0, which only came in two color options, have continually asked for more choices. The XP4 now comes in four colors, including Stratus White, Tempest Gray, Raindrop Blue, and Pine Green. High step versions of the XP4 are available in Tempest Gray and a step-thru version in Stratus White. For the XP4 750, high step models are available in Tempest Gray and Pine Green, and step-thru models are available in Tempest Gray, Stratus White, and Raindrop Blue.

The XP4 also gives riders an improved riding position with a zero-degree stem, enhanced safety with brake lights and turn signals, easier control with a left side thumb throttle opposite to the right side shifter, better steering control with lock-on grips, easier installation of new quick-release pedals with splined inserts, quieter and more agile control with 20-inch mixed terrain tires, and easier access with a repositioned, non-drive side key placement. As with all Lectric eBikes, the XP4 is compliant to UL 2849. The XP4 batteries are also compatible with a 5-amp fast charger option that decreases charge times by 60 percent and can provide a full charge of the 10.4 Ah battery in just two hours. The XP4 is also certified to the international safety standard ISO 4210.

The XP4 and XP4 750 are available for pre-sale now at LectriceBikes.com. Select models will begin shipping in June.

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About Lectric eBikes

Lectric eBikes is one of the fastest growing electric bike companies in the nation, selling more than 500,000 ebikes in just five years. The company is known for its dedication to producing quality products at affordable prices. Its flagship XP^TM models are exceptionally designed so that everyone can ride, delivering all the high-quality features of an elite ebike, and offered at an industry-shattering low price. More information is available at lectricebikes.com.

Contact

Tim DeClaire, Director of Communications

Lectric eBikes

tdeclaire@lectricebikes.com

480-828-4862

 

Bend, OR – May 6, 2025 – BRANWYN,  the performance innerwear brand redefining sustainable comfort for women, is proud to announce two strategic leadership appointments as the company enters its next phase of growth. Deanne Buck has been named Chief Executive Officer, succeeding outgoing CEO Jeff Shafer as he and co-founder Lauren Shafer transition into advisory roles. Joining Buck on the leadership team is Sarah Cumming, who has been appointed Chief Financial and Operations Officer.

Buck is poised to carry forward the community-centric values at the heart of BRANWYN’s ethos and success. “Deanne’s succession to CEO has been a part of our strategic talent plans since 2023,” Shafer said. “Simply put, she is the right person to lead BRANWYN forward. She’s a compassionate, smart, and trustworthy leader who puts the best interests of our team and partners first.”

Deanne Buck: Values-Centered Leader

Deanne is an experienced executive with a strong track record in delivering business growth in the outdoor industry. She most recently oversaw the PNW’s largest and longest-standing Venture Capital conference and was instrumental in helping businesses scale, secure funding, and execute bold go-to-market strategies for the Economic Development for Central Oregon (EDCO). She has served on several national non-profit boards. Deanne’s broad business, women’s leadership, and sustainability-focused experience align perfectly with BRANWYN’s strategy to deliver sustainable performance-based products that enable women to expand their sense of self through movement and the outdoors.

“BRANWYN’s growth is an opportunity to deepen an already strong foundation,” said Buck. “This brand is built on thoughtful, high-quality products, with its social and sustainability impact radiating from that core. Purposefully designed to support women’s health, our products embody the very soul of who we are. It’s a privilege and an honor to be part of this incredible, values-driven community.”

Sarah Cumming: Scaling With Purpose

Joining Buck in the C suite is Sarah Cumming, BRANWYN’s new Chief Financial & Operations Officer. Cumming brings over two decades of finance and operations leadership in the apparel and consumer goods space, including senior roles at Burrow, Gentle Fawn, 3×1 NYC, and Kidrobot.

Known for her sharp financial acumen and operational insight, Cumming has led growth strategies across DTC, retail, and wholesale channels, optimizing global supply chains to support long-term sustainability and profitability.

“Sarah’s experience scaling mission-driven brands while maintaining operational integrity is a tremendous asset to BRANWYN,” Buck said. “Her leadership ensures that we’re not only growing, but doing so in a way that reflects our values and supports our community.”

To learn more about BRANWYN, visit branwyn.com or follow @branwynofficial. For media inquiries, please contact Stacy Kline at stacy@darbycommunications.com.

###

About BRANWYN

BRANWYN, based in Bend, Oregon, produces the world’s first ethically sourced, naturally sustainable Performance Innerwear designed by and for active women. By combining ZQ Merino and seamless knitting technology, BRANWYN revolutionizes women’s next-to-skin apparel, prioritizing comfort, temperature regulation, anti-microbial properties, breathability, and overall health. Our ethos, rooted in “Find A Way,” was inspired by the radical idea that women could create better underwear for themselves that meets our unique needs. Additionally, we collaborate with organizations fostering a sense of self in girls and women by breaking limiting beliefs through outdoor activities, sports, sweat, and movement. Committed to personal and global health, we use natural, non-toxic fibers and sustainable materials, and prioritize ethical farming and work practices.

 

 

 

Aguadilla, Puerto Rico (May 6, 2025) – Lift Foils – creators, innovators, and developers of eFoils, surf foils, and foiling equipment – is proud to announce the release of the Florence x Pyzel 6’0, a limited-edition board that blends legendary surf shaping, deep-water performance, and true rider validation. Designed by Jon Pyzel in collaboration with John Florence and Nathan Florence, this board joins the Florence Collection by Lift—a product line crafted for deep water exploration and performance beyond the break.

At 60 liters, the Florence x Pyzel 6’0 paddles effortlessly, catches waves early, and performs in a wide range of conditions—making it ideal for small surf, chip-downwinders, and light wing sessions.

“The 6’0 Florence x Pyzel is the board I keep reaching for,” says Lift Foils founder Nick Leason. “It paddles like a dream and lets me catch more waves than anything else in my quiver. It’s changed the way I think about long prone boards—and how much time I get to spend flying.”

Though designed as a prone and downwind-focused shape, the board’s narrow profile, flat deck, and lightweight construction give it surprising agility. It’s a longboard for foilers, designed to maximize motion and minimize wait time.

Key Features:

• 60L volume for increased paddle speed and early takeoff
• Shaped by Jon Pyzel, one of surfing’s most respected craftsmen
• Designed by John and Nathan Florence, rooted in downwind performance
• Tested and validated by Nick Leason, Lift Foils founder and rider
• Lightweight construction, flat deck, and narrow outline for control and stability
• Limited-run release with select availability

This board is a proof of concept for what’s possible when world-class riders and designers team up with Lift’s build quality and engineering. It marks the beginning of a longer collaboration, but this shape—available now in a small batch—may not return in its current form.

“The reason we created this board was to make every session easier, whether you’re popping up on a wave that’s barely breaking or chipping into the side of a bigger wave to start a downwind run,” said John Florence. “Having that paddle power just opens up so many opportunities and makes it all more accessible; the shape helps the board cut  through the wind for its size, and once you’re up on foil, it feels surprisingly light and loose.”

The Florence x Pyzel 6’0 is available now while supplies last. To check out and explore the entire Florence + Lift Collection lineup, please visit https://liftfoils.com/pages/florence.

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About Lift Foils

Lift Foils is the creator of the first commercially available eFoil, owner of many of the patents used in today’s eFoil components, and the preeminent leader in the eFoiling space. Co-founded in 2010 in Puerto Rico by engineer and avid surfer Nick Leason, the Lift eFoil allows riders of all levels to experience flight over almost any body of water at speeds over 30mph, with no waves or towing required. Lift Foils’ eFoils and surf foils can be found at more than 350 affiliates and retail partners in 80 countries across the globe. For more information or to find a retailer near you, go to www.liftfoils.com.

 

 

PHOENIX (May 6, 2025) – Lectric eBikes today launched the next evolution of America’s most popular ebike, the XP^TM 3.0, with the eagerly-anticipated XP4. The all new XP4 builds on the versatile, high-performing, and award-winning design of the XP model, a pillar in the ebike industry beloved by more than 400,000 riders across the U.S. The XP4 is now available for pre-order at the same starting price as the XP 3.0, including a standard 500-watt motor and a new 750-watt motor model, the XP4 750.

“Because this model is so important to us and our riding community, we were determined to hold the line on price,” said Lectric eBikes co-founder and CEO Levi Conlow. “While other ebike companies continue to raise prices and launch new products at higher price points, we know riders are going to appreciate Lectric going against the grain and making huge improvements for the same entry price we set more than four years ago.”

Built for both fun and function, the eagerly anticipated XP4 carries on the tradition of the ultimate utility unit, made with an abundance of upgrades to the undisputed industry standard for foldable electric bikes. The XP4 takes its predecessor’s critically-acclaimed concept and incorporates vast improvements, including a new in-house designed torque sensor that helps manage power output based on the rider’s pedaling effort to provide more control and an overall better riding experience. Also new to the XP4 is a fully redesigned frame, new colors, full color TFT display, new hydraulic brakes, and an 8-speed Shimano Altus drivetrain. This modular marvel is also compatible with an expansive range of accessories to carry gear, groceries, tools, coolers, food containers, furry friends, children, and even adults, with a redesigned rear LevelUp Rack and additional points and tie-downs for toting, towing, and transporting.

The XP4 comes with a 500-watt motor and a 10.4 Ah battery, starting at the same price as the XP 3.0 for $999.00. The XP4 750 comes with a 750-watt motor and a 17.5 Ah battery for $1,299, something that’s never been accomplished before at this price point. Also, riders of the XP 3.0, which only came in two color options, have continually asked for more choices. The XP4 now comes in four colors, including Stratus White, Tempest Gray, Raindrop Blue, and Pine Green. High step versions of the XP4 are available in Tempest Gray and a step-thru version in Stratus White. For the XP4 750, high step models are available in Tempest Gray and Pine Green, and step-thru models are available in Tempest Gray, Stratus White, and Raindrop Blue.

The XP4 also gives riders an improved riding position with a zero-degree stem, enhanced safety with brake lights and turn signals, easier control with a left side thumb throttle opposite to the right side shifter, better steering control with lock-on grips, easier installation of new quick-release pedals with splined inserts, quieter and more agile control with 20-inch mixed terrain tires, and easier access with a repositioned, non-drive side key placement. As with all Lectric eBikes, the XP4 is compliant to UL 2849. The XP4 batteries are also compatible with a 5-amp fast charger option that decreases charge times by 60 percent and can provide a full charge of the 10.4 Ah battery in just two hours. The XP4 is also certified to the international safety standard ISO 4210.

The XP4 and XP4 750 are available for pre-sale now at LectriceBikes.com. Select models will begin shipping in June.

###

About Lectric eBikes

Lectric eBikes is one of the fastest growing electric bike companies in the nation, selling more than 500,000 ebikes in just five years. The company is known for its dedication to producing quality products at affordable prices. Its flagship XP^TM models are exceptionally designed so that everyone can ride, delivering all the high-quality features of an elite ebike, and offered at an industry-shattering low price. More information is available at lectricebikes.com.

Contact

Tim DeClaire, Director of Communications

Lectric eBikes

tdeclaire@lectricebikes.com

480-828-4862

 

Bend, OR – May 6, 2025 – BRANWYN,  the performance innerwear brand redefining sustainable comfort for women, is proud to announce two strategic leadership appointments as the company enters its next phase of growth. Deanne Buck has been named Chief Executive Officer, succeeding outgoing CEO Jeff Shafer as he and co-founder Lauren Shafer transition into advisory roles. Joining Buck on the leadership team is Sarah Cumming, who has been appointed Chief Financial and Operations Officer.

Buck is poised to carry forward the community-centric values at the heart of BRANWYN’s ethos and success. “Deanne’s succession to CEO has been a part of our strategic talent plans since 2023,” Shafer said. “Simply put, she is the right person to lead BRANWYN forward. She’s a compassionate, smart, and trustworthy leader who puts the best interests of our team and partners first.”

Deanne Buck: Values-Centered Leader

Deanne is an experienced executive with a strong track record in delivering business growth in the outdoor industry. She most recently oversaw the PNW’s largest and longest-standing Venture Capital conference and was instrumental in helping businesses scale, secure funding, and execute bold go-to-market strategies for the Economic Development for Central Oregon (EDCO). She has served on several national non-profit boards. Deanne’s broad business, women’s leadership, and sustainability-focused experience align perfectly with BRANWYN’s strategy to deliver sustainable performance-based products that enable women to expand their sense of self through movement and the outdoors.

“BRANWYN’s growth is an opportunity to deepen an already strong foundation,” said Buck. “This brand is built on thoughtful, high-quality products, with its social and sustainability impact radiating from that core. Purposefully designed to support women’s health, our products embody the very soul of who we are. It’s a privilege and an honor to be part of this incredible, values-driven community.”

Sarah Cumming: Scaling With Purpose

Joining Buck in the C suite is Sarah Cumming, BRANWYN’s new Chief Financial & Operations Officer. Cumming brings over two decades of finance and operations leadership in the apparel and consumer goods space, including senior roles at Burrow, Gentle Fawn, 3×1 NYC, and Kidrobot.

Known for her sharp financial acumen and operational insight, Cumming has led growth strategies across DTC, retail, and wholesale channels, optimizing global supply chains to support long-term sustainability and profitability.

“Sarah’s experience scaling mission-driven brands while maintaining operational integrity is a tremendous asset to BRANWYN,” Buck said. “Her leadership ensures that we’re not only growing, but doing so in a way that reflects our values and supports our community.”

To learn more about BRANWYN, visit branwyn.com or follow @branwynofficial. For media inquiries, please contact Stacy Kline at stacy@darbycommunications.com.

###

About BRANWYN

BRANWYN, based in Bend, Oregon, produces the world’s first ethically sourced, naturally sustainable Performance Innerwear designed by and for active women. By combining ZQ Merino and seamless knitting technology, BRANWYN revolutionizes women’s next-to-skin apparel, prioritizing comfort, temperature regulation, anti-microbial properties, breathability, and overall health. Our ethos, rooted in “Find A Way,” was inspired by the radical idea that women could create better underwear for themselves that meets our unique needs. Additionally, we collaborate with organizations fostering a sense of self in girls and women by breaking limiting beliefs through outdoor activities, sports, sweat, and movement. Committed to personal and global health, we use natural, non-toxic fibers and sustainable materials, and prioritize ethical farming and work practices.