Craft, Swedish Endurance Brand Launches In JD Sports Liverpool One.
Building on a long-standing network of Specialist Run, Bike & Outdoor retailers, Craft, The Swedish Endurance brand are proud to launch in JD Sports flag ship Liverpool One store with a range of Road & Trail footwear.
Q2 will also see Craft launch into JD Sports NEW Trafford Centre Superstore with the same collection of footwear. This will continue into Fall/winter 2025 with the potential to grow into further stores in 2026.
Engineered in Sweden, Proven Everywhere, Craft isn’t just another player in the game—we were made for this! Craft is born in Sweden, where running isn’t limited by seasons or terrain. Rain, snow, mud, gravel—our gear is designed to perform in all conditions. If a shoe can handle the Nordics, it can handle anything!
Speaking on behalf of Craft UK, Managing Director Amy Frewer said….
" I’m delighted to have Craft launch in such a prestigious chain of stores like JD. This is both kudos for our brand and will enhance JD’s offering of speciality run brands bringing some Scandinavia heritage, style and flair to the shelves! We are already planning Spring Summer 2026 collections and building on the success. “
Following the JD launch this month, Spring/Summer 25 will see the brand in other major stores including NEXT, Sole Trader, Alive & Dirty and the brands first shop in shop at prestigious Liverpool retailer Taskers Sports.
Swedish brand Craft is a producer of functional sports apparel. The company is based in Borås, an old and traditional textile industry town in the South of Sweden. The initial concept of its founder Anders Bengtsson was to develop underwear that propels moisture away from the skin during physical activity. Craft started with technical base layers and soon developed the three-layer principle with a second layer of insulation and moisture transportation as well as an outer shell for protection.
Bengtsson started developing a base layer material that transports moisture (sweat) away from the skin. Bengtsson tested his designs by weighing his gear after exercise sessions. He used polyester fibers, which only absorb a minimum amount of moisture, and worked them into a weaving construction. The resulting capillary action further promotes moisture expulsion transporting sweat from the skin to the outer surface of the garment where it quickly evaporates. The brand Craft of Sweden was officially founded in 1977. In addition to technical baselayers, the company soon started producing second layer garments (focused on fleece material) and outerwear.
Today, the company offers gear for many sports, it specializes in layer three for running, triathlon, bike and cross-country skiing.
