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claims.md
---
bcp_version: "0.7"
file_type: claims
parent: /.well-known/brand.md
last_updated: 2026-07-23
---
# Claims
All marketing claims Craft Sportswear is authorized to make. Agents generating copy must draw from this file. Do not introduce claims absent from this file.
> **Legal review notice.** This file records available evidence and owner-confirmation state. `proof_status: approved` reflects public brand language or confirmed owner statements. It is not legal advice and does not replace review by Legal or the accountable brand owner before use in advertising, packaging, sales, regulated, or comparative contexts.
---
## Approved at launch
```yaml
approved_at_launch:
- claim: "Official performance apparel and footwear partner of Spartan Trail and Tough Mudder"
tier: core
proof_status: "requires_caveat"
owner: "[gap]"
validity_window:
valid_from: 2018-01-01
valid_until: null
source_hash: "a158ecbefb19f312dcd64406ba91121344a37cb79ad5518ad4340cfebc6e0b93"
exact_text: true
approved_language: "official performance apparel and footwear partner of Spartan Trail and Tough Mudder"
evidence: >
PRWeb press release: "Swedish-based CRAFT Sportswear has expanded its relationship
with endurance sports leader Spartan by adding its designation of official
'performance apparel and footwear' partner." Partnership with Spartan and Tough
Mudder dating to 2018 also confirmed by owner statement (finding 29291eab,
source_hash 16556914604e90853ea7e580152e9b91e120a25181cb63cba69fc088424c6953).
- claim: "Craft Sportswear signed a 5-year apparel contract with the Norwegian Ski Federation starting 2022"
tier: core
proof_status: "requires_caveat"
owner: "[gap]"
validity_window:
valid_from: 2022-01-01
valid_until: 2026-12-31
source_hash: "fd6981ce4410820ea5e6ee8e4e301c32410ce2908952b8314ea40f7e93925245"
exact_text: false
approved_language: null
evidence: >
Mynewsdesk press release (craftsportswear): "Craft Sportswear has signed a
5-year contract with the Norwegian Ski Federation, meaning that the skiers of
the world's most successful national cross-country ski team will race and train
in Craft apparel as of 2022." Owner-confirmed via finding e67b1329
(source_hash 74c4fc95ead46cf240499f704ce5548f8a04b3a0b4fb8547126f79966960d886).
- claim: "CRAFT apparel was worn by Jessie Diggins and Kikkan Randall when they won cross-country skiing gold at the 2018 Winter Games"
tier: core
proof_status: "requires_caveat"
owner: "[gap]"
validity_window:
valid_from: 2018-02-01
valid_until: null
source_hash: "a158ecbefb19f312dcd64406ba91121344a37cb79ad5518ad4340cfebc6e0b93"
exact_text: true
approved_language: "CRAFT apparel was worn by Team USA Olympians Jessie Diggins and Kikkan Randall when they took home the gold in cross country skiing during the 2018 Winter Games"
evidence: >
PRWeb press release (prweb.com). Exact quote reproduced above.
No owner confirmation on file beyond the published press release.
- claim: "Craft develops high-quality performance sportswear with a heritage in the Swedish elements and endurance-specific sports"
tier: default
proof_status: "requires_caveat"
owner: "[gap]"
validity_window:
valid_from: "[gap]"
valid_until: null
source_hash: "[gap]"
exact_text: false
approved_language: null
evidence: >
Owner-confirmed brand positioning statement (reference finding 28d736e1,
origin_file /.well-known/brand.md). Source document is an internal brand
record; no external URL or hash available.
- claim: "Craft footwear and apparel is developed at the company's sports science laboratory in Sweden"
tier: default
proof_status: approved
owner: "[gap]"
validity_window:
valid_from: "[gap]"
valid_until: null
source_hash: "a158ecbefb19f312dcd64406ba91121344a37cb79ad5518ad4340cfebc6e0b93"
exact_text: false
approved_language: null
evidence: >
PRWeb press release (prweb.com): "All Spartan x CRAFT footwear and apparel is
developed at the company's sports science laboratory in Sweden – rigorously
tested and designed to face elements that require full functional movement and
varying temperatures." Contextualized to the Spartan collaboration; broader
applicability to the full product line requires owner confirmation.
- claim: "Founded on a moisture-transport discovery made in Borås, Sweden in spring 1973"
tier: default
proof_status: approved
owner: "[gap]"
validity_window:
valid_from: 1973-01-01
valid_until: null
source_hash: "a22a9c4dde34b61c41f2bb7ce2a587dbdb233e9325e5f3ef391664edb2922000"
exact_text: false
approved_language: null
evidence: >
Mynewsdesk press release (craftsportswear, "40 years of breaking new ground"):
"These were only a few of the problems that made Anders Bengtsson go out on a
new exercise session in the spring of 1973 – outside his home in Borås, Sweden."
Craft of Sweden registered as a limited company in 1977, per the same source.
Note: 1973 is the founding discovery date; the legal entity date is 1977.
```
---
## Requires caveat
```yaml
requires_caveat:
- claim: "The Norwegian cross-country ski team is the world's most successful national cross-country ski team"
tier: core
proof_status: requires_caveat
owner: "[gap]"
validity_window:
valid_from: 2022-01-01
valid_until: null
source_hash: "fd6981ce4410820ea5e6ee8e4e301c32410ce2908952b8314ea40f7e93925245"
exact_text: true
approved_language: "the world's most successful national cross-country ski team"
caveat: >
This superlative is sourced from a Craft press release and is not an
independently verified competitive ranking. Use only when attributing the
description to the Norwegian Ski Federation partnership announcement.
Legal or brand owner must confirm acceptability before use in advertising.
evidence: >
Mynewsdesk press release (craftsportswear): "the skiers of the world's most
successful national cross-country ski team." No independent rankings source
on file.
- claim: "Craft is represented in more than 50 markets worldwide, with main markets in Scandinavia, Germany, Benelux, USA and Canada"
tier: default
proof_status: requires_caveat
owner: "[gap]"
validity_window:
valid_from: "[gap]"
valid_until: null
source_hash: "fd6981ce4410820ea5e6ee8e4e301c32410ce2908952b8314ea40f7e93925245"
exact_text: false
approved_language: null
caveat: >
Sourced from a 2021 press release (Mynewsdesk). Market count and growth
claims may be out of date. Owner must confirm current figures before use
in marketing materials. Do not write "currently" or "today" without
explicit owner confirmation and a dated source.
evidence: >
Mynewsdesk press release (craftsportswear): "Craft is represented in more than
50 markets worldwide and is currently experiencing strong growth. The main
markets are Scandinavia, Germany, Benelux, USA and Canada."
As-of date for this statement is the press release retrieval date
(2026-07-23); original publication date not available in evidence.
- claim: "National-team kit is made of sustainable and environmentally friendly materials"
tier: default
proof_status: requires_caveat
owner: "[gap]"
validity_window:
valid_from: "[gap]"
valid_until: null
source_hash: "fd6981ce4410820ea5e6ee8e4e301c32410ce2908952b8314ea40f7e93925245"
exact_text: true
approved_language: "clothes that as far as possible are made of sustainable and environmentally friendly materials"
caveat: >
The phrase "as far as possible" is load-bearing and must appear verbatim.
This is not an absolute sustainability claim. Craft's own global About page
(retrieved 2026-07-23) uses aspirational language: "We are continuously
exploring eco-friendly materials and production methods to reduce our
environmental impact." No certified standard or third-party verification
is on file. Do not claim brand-wide or product-level sustainability
certification without owner confirmation and documented proof.
evidence: >
Mynewsdesk press release (craftsportswear, Norwegian Ski Federation
partnership): "they will also make sure that our team is wearing clothes that
as far as possible are made of sustainable and environmentally friendly
materials." Craft global About page (craftsportswear.com,
source_hash 58d809de51ae1b0fe7ebae6a03b19f043021c2260adc861fbc883e77ead6b4bb,
retrieved 2026-07-23): aspirational exploration language only.
- claim: "The Craft Principle: a three-layer moisture-transport system with a stitch ratio of three stitches outward and two stitches inward"
tier: default
proof_status: requires_caveat
owner: "[gap]"
validity_window:
valid_from: 1977-01-01
valid_until: null
source_hash: "a22a9c4dde34b61c41f2bb7ce2a587dbdb233e9325e5f3ef391664edb2922000"
exact_text: false
approved_language: null
caveat: >
Sourced from a heritage press release ("40 years of breaking new ground"),
not a current product specification. Owner must confirm this language
accurately describes current base-layer construction before use in
technical product claims or product packaging.
evidence: >
Mynewsdesk press release (craftsportswear): "The most effective stitch ratio
proved to be three stitches outward and two stitches inward." Historical
founding-principle context; origin in spring 1973 discovery by Anders
Bengtsson.
```
---
## Forbidden
```yaml
forbidden:
- claim: "Craft is the most sustainable sportswear brand"
tier: core
proof_status: forbidden
owner: "[gap]"
validity_window:
valid_from: 2026-07-23
valid_until: null
source_hash: "[gap]"
exact_text: false
approved_language: null
reason: >
No evidence of brand-wide sustainability certification or independent
verification. Craft's own public language is explicitly aspirational
("continuously exploring"). An absolute superlative claim would be
unsupported and potentially a greenwashing risk.
- claim: "Craft is the official partner of the Norwegian national ski team" (without specifying apparel/cross-country)
tier: core
proof_status: forbidden
owner: "[gap]"
validity_window:
valid_from: 2026-07-23
valid_until: null
source_hash: "[gap]"
exact_text: false
approved_language: null
reason: >
The partnership is specifically for apparel with the Norwegian Ski Federation's
cross-country ski team, starting 2022. A generic "official partner" claim
overstates the scope and category of the agreement.
- claim: "Currently experiencing strong growth" or any present-tense unqualified growth claim
tier: core
proof_status: forbidden
owner: "[gap]"
validity_window:
valid_from: 2026-07-23
valid_until: null
source_hash: "[gap]"
exact_text: false
approved_language: null
reason: >
"Currently experiencing strong growth" appears in a press release of unknown
publication date. No owner-confirmed current financial or market data is on
file. Using present-tense growth language without a dated, owner-confirmed
source is unsupported.
- claim: "Founded in 1973"
tier: default
proof_status: forbidden
owner: "[gap]"
validity_window:
valid_from: 2026-07-23
valid_until: null
source_hash: "[gap]"
exact_text: false
approved_language: null
reason: >
1973 is the date of the founding discovery (Anders Bengtsson's run in Borås).
The legal entity, Craft of Sweden, was registered in 1977. Any founding date
claim must specify which milestone it describes. "Founded in 1973" without
qualification conflates the discovery with the company registration.
```
## Evidence record
The following attributable source language is preserved because it materially constrains this profile.
### Owner-confirmed evidence
> CRAFT is the official performance apparel and footwear partner of Spartan Trail and Tough Mudder, with a partnership dating to 2018.
Source: Public source
### Qualification
> This principle was also the basis for Craft of Sweden, which was registered as a limited company in 1977.
Source: mynewsdesk.com — https://www.mynewsdesk.com/craftsportswear/pressreleases/40-years-of-breaking-new-ground-now-we-celebrate-our-history-2252949