--- 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