OSLO, Norway (Feb. 28) â€“ Norway's BjÃ¸rn DÃ¦hlie clothing brand, a global leader in nordic sports, has extended its partnership with the U.S. Ski Team through 2015. The announcement came in the heart of the 2011 Nordic Ski World Championships at Holmenkollen in Oslo. Connected to the sport's most accomplished athlete, eight-time Olympic champion BjÃ¸rn DÃ¦hlie, the performance clothing company is pairing with best in the world U.S. athletes who have experienced great success on both the World Cup and Olympic stage.
The U.S. Ski Team is showcasing its latest BjÃ¸rn DÃ¦hlie "pure performance" uniforms as the exclusive team to wear the brand at the 2011 FIS Nordic World Ski Championships presently underway at the fabled Holmenkollen in Oslo. DÃ¦hlie took a break during the opening weekend's cross country events to meet with U.S. Ski Team cross country stars Kikkan Randall and Kris Freeman.
"There has always been an historical connection between Norway and America in the sport," said DÃ¦hlie, who took the first of 46 World Cup wins in 1989 in the USA. "We're proud to extend our support for another four years."
"The partnership with BjÃ¸rn DÃ¦hlie is especially unique in that a major brand in the sport's home of Norway has seen increasing value in the use of our U.S. Ski Team mark interationally," said U.S. Ski Team Chief Revenue and Marketing Officer Andrew Judelson.
"The affiliation with the BjÃ¸rn DÃ¦hlie brand will provide super high quality product for our athletes," said U.S. Ski Team Nordic Director John Farra. "Our USSA nordic program is building and BjÃ¸rn Daehlie sees the value in our performances and the ability to use our U.S. Ski Team brand to merchandise its product. It's a good partnership because we're both growing at the same time in the same direction."
Daehlie, who won his Olympic medals in the '90s, started the clothing line that bears his name in 1996. Today the performance brand is sold worldwide through its parent Bj Sport, which was recently acquired by the Norwegian company Active Brands. Bj Sport, based in Oslo, began its relationship with the U.S. Ski Team in 2007.
"BjÃ¸rn DÃ¦hlie is the number one brand of choice for cross country specialists," said Bj Sport Vice President of Marketing Anders Lundin. "So it was natural for the BjÃ¸rn DÃ¦hlie brand to extend its partnership with the U.S. Ski Team. Since starting the partnership, Bj Sport has always had an interest in a long term commitment with the U.S. Ski Team's nordic sports programs."
"As our team continues to reach new historic heights on the World Cup, it's great to know we have uniforms and technical outwear that can keep up with all our demands," said the U.S. Ski Team's Kikkan Randall, who won back to back World Cup sprint races coming into the Championships."We look like a team to be taken seriously. As we push the envelope of our physical performance, BjÃ¸rn DÃ¦hlie continues to push the envelope of technical sports products."
BjÃ¸rn DÃ¦hlie and the U.S. Ski Team have gone black for the 2011 World Championship season, making a strong impression on the World Cup circuit and at the World Championships in Oslo. World Champion silver medalist Randall and Olympic champion Billy Demong and Olympic medalists Todd Lodwick, Johnny Spillane as well as cross country World Cup stars Kris Freeman and Andy Newell will be looking to pick up more hardware.
2011 BjÃ¸rn DÃ¦hlie U.S. Cross Country Ski Team Uniforms
(includes photography of 2011 Team uniforms, plus U.S. Ski Team stars Kikkan Randall and Kris Freeman with BjÃ¸rn DÃ¦hlie.)
About the U.S. Ski Team
The U.S. Ski Team, as part of the U.S. Ski and Snowboard Association (USSA), develops and maintains teams of world-class athletes for national and international competition, including the Olympic Winter Games. The USSA selects teams based on objective criteria in all sports for major events such as the Olympics and World Championships as well as for annual teams in those sports where it is a supported program. The U.S. Ski Team coordinates nationwide development and elite programs for all competitive skiing sports while maintaining a strong adherence to core values. For more information, visit www.usskiteam.com.
About BjÃ¸rn DÃ¦hlie
Eight-time Olympic champion BjÃ¸rn DÃ¦hlie launched his own collection of "BjÃ¸rn DÃ¦hlie technical wear" in Oslo in 1996. The brand BjÃ¸rn DÃ¦hlie is now the global leader in nordic skiing. The products are developed for all ages and meet the demands of both cross country ski racers and recreational skiers as well as outdoor enthusiasts. Bj Sport was founded in 2007 by Daehlie and is now a part of Norway's Active Brands as of Feb., 2011. Daehlie continues to play an active role in the company, particularly in the areas of product development and marketing. The company's ambition is to further develop its position as market leader for apparel for nordic sport and also broaden the product portfolio to other sports and outdoors purposes such as cross training, trail running, biking and nordic walking - all season, not only cross country skiing. The company is based in Oslo. For more information, visit www.bjorn-daehlie.com.