Innovativa träningskläder sedan 1973
Craft Sportswear (craftsports.com) scores 73 out of 100 on Brand Analyzer, placing it in the Brand-Ready tier among Sports & Fitness brands, Fashion & Apparel brands, E-commerce brands, in the 31st percentile of 6020 Sports & Fitness brands.
Craft Sportswear is a Swedish sportswear brand founded in 1977 and headquartered in Borås Municipality, now owned by New Wave Group. The company designs and sells high-quality training apparel for running, cycling, and cross-country skiing, serving both elite athletes and everyday fitness enthusiasts. Craft emphasizes Swedish heritage and performance-driven innovation in its product development, positioning itself as a premium choice for serious training apparel across multiple endurance sports disciplines.
| Brand Name | Craft Sportswear |
|---|---|
| Domain | craftsports.com |
| Industry | Sports & Fitness, Fashion & Apparel |
| Founded | 1977 |
| Headquarters | Borås Municipality |
| Parent Company / Owner | New Wave Group |
| Main Competitors | Adidas (84/100), Nike (97/100), Under Armour (86/100), Odlo, Gore Wear (79/100), Asics (81/100), Rapha, Salomon (73/100), Helly Hansen (72/100) |
Moz Domain Authority 7/100 vs category average 44 / leader 93 - limited third-party links, so AI systems rarely encounter mentions of the brand.
Craft Sportswear has a dedicated Wikipedia entity - a top-weighted signal AI models rely on to identify and describe the brand.
The homepage meta description reads "Craft Sportswear är svenska träningskläder av högsta kvalitet. Sedan 1973 har vi skapat träningskläder för träning, löpning, cykling och längdskidåkning - för både atleter och moti…" (Meta description: 26 words (ideal length). OG description present and descriptive) - this is the summary AI engines are most likely to quote.
Structured data on the homepage: 2 JSON-LD block(s), Organization schema, Breadcrumb/Website schema, og:title, og:description, Twitter cards, canonical. Adding FAQ schema would further help AI crawlers parse the brand's identity.
AI-crawler access: No robots.txt found (default: all bots allowed, but explicit file preferred) - robots.txt controls whether engines like GPTBot and ClaudeBot can read the site at all.
Content is SV-only, limiting citation in English-language AI answers.
Detected tech stack: Next.js, Vercel.
Social footprint: verified profiles on Instagram, Facebook, YouTube, X (Twitter); no detected presence on LinkedIn, GitHub - consistent profiles reinforce the brand's identity across the web.
0 Reddit mentions - community discussion signals real-world reputation to AI models.
Live results from asking a general-purpose AI assistant about the brand, checked October 2026.
When asked "What is Craft Sportswear?", Claude could identify the brand as of October 2026. Craft Sportswear is a Swedish sports apparel company founded in 1973, known for high-performance clothing for endurance sports like cross-country skiing, running, and cycling. They're particularly strong in technical base layers and winter sports gear, often used by professional Best known for Technical base layers and cross-country skiing apparel.
When asked "Best brands similar to Craft Sportswear?", Claude would recommend Craft Sportswear as of October 2026. I'd mention it for anyone asking about endurance sports or winter sports apparel, since it has a strong reputation in Nordic skiing and performance base layers.
Common questions people ask in Google, ChatGPT, Claude, Gemini, Perplexity, and other AI search engines.
Craft Sportswear's main competitors in Sports & Fitness: Adidas (84/100), Nike (97/100), Under Armour (86/100), Gore Wear (79/100), Asics (81/100).
Sources: Brand Analyzer scan
Craft Sportswear has moderate AI-search visibility, scoring 50/100 on Brand Analyzer's AI visibility composite (visibility 65, trust 33, recommendation 44). This estimates how likely AI engines like ChatGPT, Claude, Gemini and Perplexity are to know, trust, and recommend the brand.
Sources: Craft Sportswear official site
Craft Sportswear was founded in 1977. Craft Sportswear operates in the Sports & Fitness category. It is analyzed by Brand Analyzer across seven brand dimensions and AI-search visibility.
Sources: Wikidata
Craft Sportswear is headquartered in Borås Municipality. Craft Sportswear operates in the Sports & Fitness category.
Sources: Wikidata
Craft Sportswear scores 44/100 on Brand Analyzer's AI recommendation signal, indicating it is less likely to be surfaced when AI assistants like ChatGPT suggest Sports & Fitness options. Recommendation depends on crawlability, structured data, and category authority; a Wikipedia presence helps.
Sources: Craft Sportswear official site
Craft Sportswear is a Swedish sportswear brand founded in 1977 and based in Borås Municipality, Sweden. It is owned by New Wave Group and specializes in performance training apparel for running, cycling, and cross-country skiing, serving both elite athletes and fitness enthusiasts.
Sources: Craft Sportswear official site
Craft Sportswear can improve AI discoverability by strengthening structured data (Organization and FAQ schema), maintaining an accurate Wikipedia/Wikidata entity, earning authoritative citations, and keeping content crawlable for AI bots. Brand Analyzer measures these as visibility, trust, and recommendation signals.
Sources: Craft Sportswear official site
Craft Sportswear offers training apparel designed for running, cycling, and cross-country skiing. This includes performance clothing engineered for both elite athletes and fitness enthusiasts, sold primarily through its e-commerce platform.
Sources: Craft Sportswear official site
Craft Sportswear is owned by or part of New Wave Group. Craft Sportswear operates in the Sports & Fitness category.
Sources: Wikidata
Craft Sportswear designs, manufactures, and sells training apparel intended for running, cycling, and cross-country skiing. Its products are built for performance, targeting both competitive athletes and recreational fitness users through e-commerce and retail channels.
Sources: Craft Sportswear official site
Craft Sportswear is used by athletes and fitness enthusiasts, including runners, cyclists, and cross-country skiers, who seek high-performance training apparel suited to their specific sport.
Sources: Craft Sportswear official site
Craft Sportswear is known for its Swedish heritage and decades of experience creating performance training apparel, particularly for cross-country skiing, running, and cycling. The brand is recognized for combining technical innovation with high-quality materials aimed at both elite and everyday athletes.
Sources: Craft Sportswear official site
Craft Sportswear scores 50/100 for AI visibility - how well ChatGPT, Claude, Perplexity and Google AI Overviews can discover, identify and cite the brand.
Craft Sportswear has a limited AI-visibility profile at 50/100 - a proxy for how readily ChatGPT, Perplexity and Google's AI Overviews can recognise and cite it. Its strongest area is visibility (65/100) and its weakest is trust (33/100). It benefits from a recognised Wikipedia company entity, a Wikidata knowledge-graph entry and open access for AI crawlers (GPTBot, ClaudeBot, etc.). The main gaps holding it back: a low Moz Domain Authority of 7/100 and no llms.txt to steer AI to its best pages. In a live check, Claude could already identify Craft Sportswear from memory (October 2026) - a sign these signals are paying off.
The score combines seven dimensions - name quality, digital presence, visual identity, messaging clarity, trust foundation, AI discoverability, and brand authority - into a single objective benchmark.
Ranked closest to Craft Sportswear: CourtHive (73/100), Connor Sports (73/100), Cruising Club of America (73/100), CRWNMAG (73/100).
A step up - brands to learn from: Zebco (81/100), Bash (81/100).
Category leader: Complex (97/100).
Brand Analyzer is built by DataEase AI. Track your brand in ChatGPT, Gemini and Perplexity.