Craft Sportswear Signs Partnership Agreement with IFA New England
Intercontinental Football Academy (IFA) New England, Challenger Teamwear, and Craft Sportswear North America have signed a multi-year partnership agreement to provide IFA New England's players and coaches with match kits and training apparel. This collaboration unites three organizations with a shared commitment and dedication to delivering top-quality products, excellent service, and a first-class experience for athletes.
Intercontinental Football Academy (IFA) New England is one of the largest soccer clubs in the USA, with approximately 4,000 active youth players. The agreement spans five years.
The agreement marks the first step in New Wave Group's teamwear initiative in North America.
- In recent years, we have developed a teamwear offering for various sports in the European market. It is exciting to see that our strategy also fits the American market, and after just three months on the continent, one of the largest soccer clubs in the USA has chosen Craft as a partner for the next five years, says Stefan Persson, CEO of Craft of Scandinavia AB.
About Craft Sportswear
Craft Sportswear operates in 70 markets worldwide. In soccer and team sports, the brand has agreements with thousands of clubs and collaborates with clubs such as IFK Göteborg, Hammarby IF, Trelleborgs FF, Varbergs Bois, Växjö DFF, KAA Gent (Belgium), Fredrikstad (Norway), AGF Århus (Denmark), Almere City (Netherlands), SV Darmstadt 98 (Germany), AC Oulo, and Ekenäs IF (Finland). Additionally, Craft collaborates with the Swedish national handball team and 15 clubs in the top tier handball leagues, more than ten elite basketball teams, the Swedish and Danish national volleyball teams, among others. Craft also partners with the Swedish, Norwegian, and French national cross-country skiing teams, the Swedish national table tennis team, the Danish and Finnish national athletics teams, and the Norwegian and French national biathlon teams. Craft Sportswear is part of the New Wave Group.
About Challenger Teamwear
Challenger Teamwear, headquartered in Lenexa, Kansas, offers a comprehensive range of sportswear and equipment, providing personalized and efficient solutions for sports organizations across the USA. With a commitment to supporting their partners and thinking outside the box, Challenger Teamwear constantly finds new ways to help teams and clubs succeed both on and off the pitch.
About Intercontinental Football Academy New England
Intercontinental Football Academy (IFA) New England is based in Massachusetts, USA. With a large, dedicated player base across the region, IFA New England offers top-class soccer training for both boys and girls, combining a player-first approach with a commitment to development. With a strong European influence and a diverse player base, IFA promotes a soccer culture rooted in quality, ambition, and innovation. Their teams compete at the highest levels and work to develop elite players while strengthening the broader soccer community.
Gothenburg, March 28, 2025
FOR MORE INFORMATION, PLEASE CONTACT:
Torsten Jansson, CEO and Group CEO, +46 31 712 89 01, torsten.jansson@nwg.se
Stefan Persson, CEO Craft of Scandinavia AB, +46 701 67 33 82, stefan.persson@craft.se
About Us
New Wave Group is a growth company group that designs, acquires and develops brands and products in the corporate, sports & leisure and gifts & home furnishings sectors.
In 2024, the group had a revenue of 9.5 billion SEK, and the parent company's Class B share is listed on Nasdaq Stockholm Large Cap. The group’s headquarters are located in Gothenburg, Sweden. www.nwg.se