Craft Sportswear Welcomes New Trail Athletes to Its Elite Run Team

BORÅS, Sweden – January 23, 2025 – Craft Sportswear, the Swedish brand renowned for its commitment to innovation and excellence in endurance sports apparel and footwear, is proud to welcome nine outstanding athletes to its Elite Run Team. The new team members bring unparalleled talent, drive, and passion to Craft’s Elite Run Team, marking an exhilarating new chapter in the brand’s commitment to trail running excellence on a global stage.

“I’m really excited to welcome some amazing new people to the Craft Elite Team this season,” said Abel Recknold, Team Manager of the Craft Elite Run Team. “They’re passionate, talented, and deeply connected to the trail and ultra-trail community. I feel lucky to have them on board, and I can’t wait to see how we all grow and push each other this year.”

Meet the new athletes joining the 2025 Craft Elite Run Team:

David Sinclair (United States)
David’s versatility and experience as both a trail runner and a cross-country skier set him apart. Highlights of his career include setting course records and winning events like the Silver State 50-Miler and Mt. Tam Trail 50K. David’s athletic prowess and commitment make him a standout member of the team. @david.a.sinclair.92.

Tommy Sullivan (United States)
A prominent figure in ultrarunning, Tommy’s notable results include a top-10 finish at the Speedgoat 50K and a strong performance in the 2024 UTMB CCC race. His relentless determination and love for the mountains make him an invaluable addition to the team. @letsrun.tom.

Mary Denholm (United States)
An emerging force in ultrarunning, Mary transitioned from road racing to trail running in 2024, where she has already made a significant mark. She won the 2024 Leadville Trail 100 with the second-fastest time in race history (18:23:51), finishing more than three hours ahead of her closest competitor. Her marathon personal best is an impressive 2:36:28. @eatrunandbemary.

Grant Barnette (United States)
Grant’s journey from high school cross-country star to accomplished ultra-endurance athlete has been nothing short of remarkable. His key achievements include 2nd place at the Grindstone 100 Miler and a first place victory at the Telluride Mountain Race. @runwithgrant.

Jupiter Carera (Mexico)
Known for his endurance and speed, Jupiter has become a rising star in competitive trail running. His accomplishments include a 2nd-place finish at the 2024 Black Canyon Ultras (100K) and a strong showing at the Western States Endurance Run. Jupiter’s career continues to flourish as he takes on prestigious races worldwide. @jupiter_careracasas.

Linus Hultegård (Sweden)
Based in Gothenburg, Linus is a rising star in ultra-running with exceptional speed and adaptability. When he’s not racing, Linus works part-time as a heart surgeon, exemplifying his unique balance of athletic and professional excellence. @linushultegard.

Johan Lantz (Sweden)
A skilled Swedish ultra-runner from Ockelbo, Johan is known for his strength and consistency in long-distance trail events. Johan began competing in ultra-marathons in 2012 and quickly established himself as one of Sweden’s top endurance athletes. @johanlantz.

Joacim Lantz (Sweden)
Joacim, a Swedish ultra-runner from Ockelbo, is renowned for his endurance and tactical approach to racing. His entry into ultra-running in 2012 followed years of competing at a high level in other endurance disciplines. @joacimlantz.

Elov Olsson (Sweden)
Elov, one of Sweden’s premier ultra-runners, hails from Ockelbo and is widely respected for his grit and determination in challenging races. He began ultra-running in 2012 and has since competed across Europe in some of the toughest events. @elovolsson.

“The run team is an integral piece of the Craft puzzle right now,” said Niklas Moberg, Head of Brand at Craft. “The insights they provide are invaluable for refining our products, and having access to such elite talent is a dream for any brand builder.”

Each of these athletes demonstrate an extraordinary commitment to their craft, overcoming challenges and achieving remarkable milestones on the trails. By aligning with these exceptional trail runners, Craft Sportswear underscores its dedication to empowering athletes and fostering a community that thrives on determination, resilience, and a passion for adventure.

Current Craft Sportswear athletes include David Laney (U.S.), Tim Tollefson (U.S.) , Ida Nilsson (Sweden), Emkay Sulliven (U.S.), Mimmi Kotka (Sweden), Tommy Rivs (U.S.), Arlen Glick (U.S.), and Aroa Sio (Spain).

ABOUT CRAFT SPORTSWEAR

Craft is a Swedish brand specializing in clothing and gear for endurance sports where performance and comfort are crucial for optimal results. Working closely with elite athletes and constantly developing new materials and technical solutions, Craft offers innovative training and competition apparel and footwear for World Champions and Everyday Heroes.  For more information, visit craftsportswear.com

 

Introducing the “IT’S A VUARNET DAY” Campaign and the Fall Winter 2024 – 2025 Collection

Vuarnet, the legendary French eyewear brand, is proud to unveil the new “IT’S A VUARNET DAY” brand relaunch campaign for Fall Winter 2024 – 2025. It celebrates the brand’s iconic tagline originally coined during the Los Angeles 1984 Summer Olympics. This bold initiative celebrates a renewed commitment to adventure, style, and authenticity, uniting Vuarnet’s heritage with a fresh vision for the future.

“The ‘IT’S A VUARNET DAY’ campaign is more than a celebration of eyewear; it’s a call to seize every moment and embrace journeys in the outdoors,” said Alessandro Zanardo, Thélios & Vuarnet CEO. “Together with Vuarnet, we are excited to inspire individuals worldwide to explore new horizons, just as this iconic brand has always done.”

It features the extraordinary endeavors of Vuarnet Fellows: mountaineers Charles Dubouloz and Liv Sansoz, climbers Adrian Ballinger and Emily Harrington, and snowboarder Forrest Shearer. These world-class athletes and adventurers embody the essence of Vuarnet and showcase Vuarnet’s seamless blend of performance with elegance in every environment—from alpine peaks to city streets. Vuarnet Fellows embody this ethos through their daring pursuits and unshakable passion for exploration and bring the campaign to life across stunning landscapes.

“A VUARNET DAY for me is a beautiful day in the mountains, filled with effort, contemplation, and the comfort getting back to base, all while being well protected from the sun by Vuarnet mineral lenses!” explains Charles Dubouloz. “Being part of this campaign is a great source of pride. I’m happy to promote mountaineering alongside Vuarnet, a historic brand here in the Alps. Vuarnet is a true partner throughout the year and a real asset for achieving ambitious goals. Beyond the sunglasses that accompany me everywhere and protect me no matter where I go, there are strong human connections and shared values that help us grow together.”

As part of the campaign, Vuarnet is partnering with Strava to put on the IT’S A VUARNET DAY Challenge. The challenge is designed to inspire outdoor activity, community connection, and peak performance. Athletes of all abilities are invited to log a total of 4 hours on the slopes by skiing, snowboarding, hiking, skating, or snowshoeing. Through this partnership, the campaign will encourage athletes, outdoor enthusiasts, and everyday adventurers to seize the day and make every outing extraordinary.

The Fall Winter 2024 – 2025 Collection marks a new era for Vuarnet, including three distinctive families of eyewear that honor the brand’s pioneering spirit. This collection debuts 10 new shapes and redefines Vuarnet’s catalogue into three families: Atelier, Lifestyle, and Outdoor.

The Atelier family is inspired by mountain exploration and combines refined elegance, lightweight protection, and high impact-resistance to provide peak protection with great style. Arctic 01 and 02 join the Glacier models in the Atelier collection. Both feature side-shield inspired lens accents and a removable leather nosepiece and integrated cord. Crafted from Japanese titanium and genuine leather and feature signature Vuarnet mineral glass lenses. Arctic 01 is a classic pilot shape while Arctic 02 takes on a rectangular statement.

The Lifestyle range features the beloved Legend, Edge, and Belvedere lines, and now includes three new Belvedere shapes – 05, 06, 07 – and Alpine 01 and 02. Belvedere 05, 06, and 07 are bold in sculptural Italian acetate frames. Alpine 01 and 02 take inspiration from the Vuarnet archives and bring back the iconic hooked temple for secure protection in any condition. All feature signature Vuarnet mineral glass lenses.

Performance with style describes the Outdoor offering. Three new shapes crafted from bio nylon and inspired by vintage ski goggles – Altitude 01, 02 and 03 – join ICE and Racing to round out the lineup. Altitude 01 provides complete protection with mask-like fit and top visor. Altitude 02 evolves Vuarnet’s classic Legend 02 cat eye shape with integrated side shields. Altitude 03 is bold with its angular lens shape and flat brow bar, and features integrated side shields for protection against glares. Altitude 01 features organic polycarbonate lenses, Altitude 02 and 03 are equipped with signature Vuarnet mineral glass lenses.

Vuarnet is renowned for its undisputed know-how and is the only eyewear brand to produce its own mineral lenses. Its manufacturing site in Meaux, France, is certified by the French government as “Entreprise du Patrimoine Vivant” (Living Heritage Company). Mineral glass lenses provide exceptional optical clarity for high-definition vision and are scratch and shock resistant.

Proprietary to the brand is its reputed Lynx™ technology. It provides the best protection from the sunlight directed to the sensitive upper part of the eyes and from the light reverberation to the lower part of the eyes through a unique bi-shaded mirror treatment.

The Fall Winter 2024 – 2025 collection is now available on vuarnet.com, in Vuarnet boutiques and at select opticians. The “IT’S A VUARNET DAY” campaign launches globally in January 2025. The IT’S A VUARNET DAY Challenge on Strava is live through April 23, 2025.

About Vuarnet :

Jean Vuarnet was a free-spirited, legendary champion. He was constantly pursuing improvement, leading him to create the VUARNET brand. 

Jean Vuarnet pioneered such innovations as inventing the “egg” or “tuck” position and was the first skier to compete on metal-edged skis, helping him win the gold medal in downhill skiing at the 1960 Winter Olympic Games. He is known for creating Avoriaz, the first car free resort, and Portes du Soleil with an avant-garde approach to the mountains.

Since 1957 VUARNET has relentlessly pursued excellence, preserving its “esprit sportif” with developing the highest performing products with an impeccable sense of style. Today, VUARNET still produces its mineral glass lenses in its own French factory, using traditional manufacturing methods unchanged since its inception. This unique savoir-faire is recognized by the label “Entreprise du Patrimoine Vivant” by the French government.

VUARNET mineral glass lenses are unparalleled in clarity and durability, and provide the best protection against sunlight and sunflection thanks to Lynx™ technology. VUARNET is an invitation to enjoy the outdoors, IT’S A VUARNET DAY TODAY.

About Thélios:

The name “Thélios” is the synthesis of the names of the Greek gods Theia, goddess of light and sight, and Helios, god of the sun. Born from the will of LVMH Group, world leader in luxury, to establish itself in the eyewear sector, Thélios designs, produces, and distributes sunglasses and optical frames for some of its most prestigious Maisons: Dior, Fendi, Celine, Givenchy, Loewe, Stella McCartney, Kenzo, Berluti, Bulgari, Tag Heuer and Fred. In addition, Thélios owns two proprietary brands, Barton Perreira and Vuarnet. With its Manifattura, located in Longarone, Italy, Thélios blends the distinct identity of each Maison with Italian craftsmanship to

create exceptional luxury eyewear. Thélios offers its own “enlightened look” on the sector, providing the highest level of quality and excellence both in its products and service.

Switchback Spring opens attendee registration

PORTLAND, Maine (January 22, 2025) – Switchback Spring, the education and business gathering for the outdoor industry community, has opened attendee registration for the event taking place June 16-18, 2025, in Nashville, TN. Registration is open to retailers, media, and outdoor industry professionals.

To register and secure housing for Switchback Spring visit this page.

The first day of Switchback Spring features educational programming including keynote presentations, leadership and executive insights, and various other informational sessions targeted to outdoor specialty retailers and their team. The following two days move to the exhibit hall, where retailers, brands, media, and industry professionals can connect to discover new products, share trends, and explore both established and emerging  brands. Visit this page to see the schedule-at-a-glance

Switchback Spring will be hosted within a dedicated portion of the Gaylord Opryland Resort & Convention Center, a spacious venue with 12 restaurants and an attached premium hotel. With all attendees staying and meeting in a single location, the focused environment will enable both private planned meetings as well as organic meetups and run-ins.

For more information about Switchback, please visit www.switchbackevent.com/switchback-spring.

Brands interested in exploring exhibiting opportunities can contact Switchback Event Director Christina Henderson at chenderson@divcom.com.

About Switchback

Switchback is the twice-a-year business and education gathering for the outdoor industry owned and operated by Diversified Communications, a leading international media company with a portfolio of face-to-face exhibitions and conferences, online communities, and digital and print publications. Scheduled at optimal times for discovery and buying conversations, Switchback is held each fall in conjunction with The Running Event and each spring as a standalone event. Blending an accessible format with a schedule of education, peer connection opportunities, and business meetings, Switchback is a dedicated gathering place for all sectors of the outdoor industry community. Upcoming dates for the event include Switchback Spring (Nashville, TN; June 16-18, 2025) and Switchback at TRE (Dec. 2-4, 2025; San Antonio, TX). To learn more about Switchback, please contact Michael Collin (michael@palemorning.com) or visit www.switchbackevent.com.

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Mark Cavanaugh Named CEO of Pret Helmets

Park City, UT, USA – Pret Helmets (“Pret”), a global leader in the design, marketing, and distribution of innovative ski and snowboard helmets and goggles, is pleased to announce the appointment of Mark Cavanaugh as its new CEO, effective immediately.

“Building brands, forging authentic partnerships, and empowering companies to reach their full potential have always been my core priorities,” said Mr. Cavanaugh. “I am excited to work alongside Pret’s talented and passionate professionals to execute on the incredible global growth opportunities that lie ahead. I am confident in our ability to build on Pret’s historical brand commitment to product innovation, while further enhancing and growing global consumer demand and Pret brand loyalty.”

As CEO, Cavanaugh will focus on driving Pret’s continued global growth, further strengthening the connection with customers and athletes, and accelerating the company’s product innovation pipeline within the global outdoor marketplace.

Cavanaugh brings over 30 years of experience leading and scaling businesses across global markets in a variety of consumer product categories at leading global brands such as Under Armour, New Balance, and Nike, where he launched category-defining products and drove exceptional results.

“Mark’s proven ability to lead global teams and deliver outstanding results at top-tier brands makes him the perfect fit for Pret,” said a statement from the Company’s Board of Directors. “We are confident that Mark’s expertise, passion, and relationships will propel Pret to new heights as we continue to serve skiers and snowboarders around the world with products that combine innovation, safety, and style.”

About Pret

Founded in 2010 in Park City, Utah, Pret was established by a team of sports veterans, engineers, and professional athletes. The brand has since become an industry leader, renowned for its innovative helmets and goggles that combine cutting-edge technology, enhanced performance, and sleek, modern design. Pret is dedicated to serving skiers and snowboarders who get

after it whether in or out of bounds. With a focus on safety and style, Pret offers a comprehensive collection of lightweight, high- performance gear that reflects both modern aesthetics and vibrant personality. For Pret, the experience of outdoor adventure is everything. Discover more at prethelmets.com.

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OARS Presents A Guide to Fighting for Wild Rivers, New Film Celebrating the Yampa River

ANGELS CAMP, CA — OARS is proud to announce the release of A Guide to Fighting for Wild Rivers, a new film that is both a tribute to the Yampa River in northwest Colorado and an inspiring call to action for river conservationists around the globe. The 10-minute film will premiere January 22, 2025 at 5 p.m. PST on YouTube: https://youtu.be/vFDqfjar7wg

Filmed by Logan Bockrath during the 2024 Yampa River Awareness Project (YRAP) trip, A Guide to Fighting for Wild Rivers illustrates how a rafting company, a local conservation group and a national river advocacy organization have worked together for more than a decade to build a coalition of support for the last free-flowing river in the Colorado River Basin.

Every spring, American Rivers and Friends of the Yampa invite key decision-makers, stakeholders, and activists on a transformative rafting journey, offering them the chance to experience firsthand what could be lost if the Yampa is threatened by a major dam, diversion, or dewatering project as water supplies continue to diminish in the West. Each YRAP trip builds a growing network of passionate river defenders, united by a shared commitment to preserving the Yampa for future generations.

“The reality is that the Yampa River in the Colorado River system needs people to care beyond this basin, and OARS and American Rivers help us expand that network,” says Lindsey Marlow, Executive Director of Friends of the Yampa.

“We grow our network in support of wild rivers, healthy rivers, then their networks grow,” explains Matt Rice, American Rivers’ Southwest Region Director. “That’s how you build a movement for river conservation.”

The conservation model highlighted in the film takes a lead from early river crusaders David Brower, Bus Hatch, and Martin Litton, whose advocacy efforts in the 1950s and 60s helped achieve several major conservation wins for western rivers, galvanized by people’s love of a place. It’s a blueprint that the organizations believe can be implemented for other wild rivers and public lands that deserve long-term protections.

“If there is ever a threat to the Yampa, there’s an army of folks who are connected to it through these YRAP trips—people that love it, that know it, that have gotten the silt under their fingernails—and they’ll fight for it,” said Mike Feibig, American Rivers’ Southwest River Protection Program Director. “They’ll protect this place.”

View the trailer here: https://youtu.be/PpSj0_fW9CE

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About OARS

In 1969, OARS became the first exclusively non-motorized rafting outfitter authorized by the National Park Service to run trips on the Colorado River through Grand Canyon. Today OARS caters to active travelers of all ages and abilities with more than 75 unique itineraries worldwide, including one-day and weekend escapes. Each year the company contributes to regional conservation organizations around the globe via voluntary donations and annual fundraising events, and in partnership with their guests, OARS has contributed more than $6 million in donations and fees toward the preservation of the environment and to various conservation initiatives since the company’s inception. For more information on OARS’ eco-friendly adventures, visit www.oars.com  email the company at info@oars.com or call 1-800-346-6277.