Maloja is New Official Outfitter of the American Birkebeiner, the Largest Cross Country Ski Race in North America

Rimsting, 04.10.2023 – German sportswear brand Maloja signs a 3-year contract and underlines its focus towards Nordic sports with long-term partnership

Founded in 2004 in the Bavarian foothills of the Alps, Maloja has become a true pioneer in combining functional activewear with a fashion and lifestyle-oriented design in just a few years. With its wide range of different sports, Maloja equips outdoor enthusiasts, mountain bikers, gravel and road cyclists as well as freeriders, ski tourers and Nordic winter sports enthusiasts with sophisticated clothing all year round.

The brand’s new CEO Bernd Eisenbichler, who has just taken over the role of CEO from founders Peter Räuber and Klaus Haas, has a very special personal and professional link to Nordic sports and to the “Birkie”: before joining Maloja in 2022, he had a 20-year career at US Biathlon, 5 years as Chief of Sport. Maloja has been US Biathlon sponsor since 2018.

“The American Birkebeiner is an iconic event, one that I’ve been following for decades and always wanted to race. Yet, the World Cup schedule never allowed that,” says Bernd Eisenbichler. “As CEO of Maloja, I approached the ABSF’s executive director Ben Popp. We share the same values, the love for the sports and for the idea of uniting people. We are extremely proud to be the Official Outfitter of the Birkie.”

As part of the sponsorship, Maloja has been awarded the opportunity to supply the entire staff with custom designed gear, as well as jackets for the volunteer team. In addition, all of the 12.000 Birkie participants will get a beanie that has been specially designed by Maloja to celebrate the Birkie 50th Anniversary.

“Of course,” says Bernd Eisenbichler, “this marks a major step for a small, dedicated brand like us. We will reach many cross-country ski lovers from all over the world who will have their best time and who will keep those Birkie moments forever in their minds.”

The timing could not be better for the new sponsor. It’s Birkie’s 50th anniversary and many elite athletes will compete coming directly from the World Cup in Minneapolis. “And we will be there with a pretty big team as well”, says Bernd who will race alongside founder Peter Räuber, Maloja employees and athletes.

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Posted October 26, 2023 at 4:00 pm