Thevea Brands Group is proud to announce an expanded partnership with Adidas, reinforcing its position as a leading force in performance sports. Having successfully managed the Adidas Tennis and Padel categories in the Nordics and Benelux, Thevea will now take on responsibility for Adidas Cycling in these markets, bringing its expertise in brand development and market expansion to this growing segment.

“Cycling is one of the fastest-growing sports worldwide, and we see a major opportunity to bring Adidas’ innovation to the Nordic and Benelux markets,” says Christian Brandt, Chief Business Planning and Operation. “This expansion aligns perfectly with our commitment to high-performance, sustainability, and global brand development.”

Thevea’s strategy will focus on enhancing retail distribution, strengthening digital engagement, and supporting product positioning to meet the growing demand for high-quality performance gear.

WeSports, a prominent Nordic sports performance group, has acquired a significant stake in Thevea Brands Group and its flagship brand, Tretorn. This strategic partnership aims to bolster Thevea’s market position and enhance its capabilities in the sports and outdoor sectors. The collaboration is set to drive innovation and broaden market presence, creating a stronger future within the industry.

“The partnership with Thevea and Tretorn takes WeSports a significant step forward in becoming the leading Nordic performance sports and outdoor specialist,” says Martin Appelfeldt, CEO of WeSports. “We believe we can have a positive impact on Thevea’s customer offering by working closely with WeSports specialists in service and product development.”

“We are excited about this partnership and believe it will be a game-changer for Thevea,” adds Vasko Markovski, CEO of Thevea Brands Group. “Together, we will drive innovation, broaden our market presence, and create a stronger future within Sports and Outdoor.”

This investment signifies a strategic alliance that will further strengthen Thevea’s position in the market and its capabilities moving forward.

Thevea Brands Group is thrilled to announce a multi-year partnership with Simon Vasquez, one of Sweden’s most successful padel players. This collaboration underscores Thevea’s commitment to supporting athletes and strengthening its presence in the padel sports community.

“Partnering with Simon aligns perfectly with our mission to inspire and guide people’s way of life through our brands,” says a spokesperson from Thevea. “We look forward to achieving great milestones together in the world of padel.”

This partnership is a testament to Thevea’s dedication to fostering talent and promoting sports at all levels.

The iconic footwear Sea Level Re-boot has been selected and invited to the Brilliant Minds Foundation as one of the participants of Brilliant Minds Brand Activation 2022. This year’s theme at Brilliant Minds is Change: One day, or day one, you decide.

The Sea Level Re-boot features a measuring stick on the back as a reminder of the changes that need to happen, and the consequences if they don’t. The top measure dated 2050 is a reminder that if changes are not made now, the boots won’t keep you dry by 2060.

“It’s an honor that Sea Level Re-boot is part of the Brand Activation concept at Brilliant Minds this year. Sometimes it can be difficult to visualize the consequences of the climate crisis. We designed the boot with the ambition to raise awareness and inspire people to take action. Brilliant Minds is a great platform to raise this important issue where inspiration and new ideas are created to contribute to change” – Magnus Månsson, CEO Thevea Brands Group.

According to Intergovernmental Panel on Climate Change (IPCC), sea levels are expected to rise by roughly 26 centimeters (around ten inches) when we reach 2050 if humanity continues its unsustainable habits of today.

Tretorn has a strong connection to the sport of tennis, including long-term collaboration with tournaments such as the one in Båstad, as an official ball partner. The partnership has now been extended with Nordea Open, which takes place between 4-17 of July.

“We are proud of our long tradition of innovation and the quality of the tennis ball. We see our continued presence and involvement in the historic tennis tours in Båstad and the support to the ATP- and WTA tournaments as a great match to Tretorn” – Magnus Månsson, CEO, Thevea Brands Group

The official match ball is called SERIE+ tour and is Tretorn’s flagship model with a long history on both the WTA and ATP tours. SERIE+ tour is equipped with the unique TR-TEC technology™. Tretorn’s dedication and long history of top level innovation has led them to become a leading global producer of tennis balls with a presence in more than 50 countries.

About Tretorn

Established in 1891 in Helsingborg, Sweden. Tretorn develops and design rubber boots, rainwear, tennis and padel balls with functionality and innovation in focus. The brand is part of Thevea Brands Group with 100 employees based in Helsingborg.