They’re designed to be turned over and rip and give you more to believe in than stats and Stava analysis.
Tommy Rivs
A Brief History of Craft Sports
Craft Sports is a Swedish-based outdoor brand started in 1973 by Anders Bengtsson in Borås, a textile hub in southern Sweden. Bengtsson, driven by a passion for performance, set out to create functional sportswear that could manage moisture during intense physical activity.
His initial innovation was a technical base layer designed to wick sweat away from the skin, a concept born from rigorous testing where he weighed his gear post-workout to measure moisture retention. This marked the genesis of Craft’s three-layer principle: a base layer for moisture transport, a mid-layer for insulation, and an outer shell for protection. By the late 1970s, Craft had established itself as a pioneer in performance apparel, particularly for cross-country skiing, cycling, and running.
In the decades that followed, Craft expanded its focus, developing gear for endurance sports where comfort and performance were paramount. The brand’s commitment to innovation led to partnerships with elite athletes, whose feedback shaped products like the CTM Ultra and Nordlite Ultra, blending cutting-edge materials like Px Foam and carbon plates for enhanced responsiveness.
By the 2000s, Craft was a staple in Scandinavian outdoor culture, known for its sleek, functional designs and durability in harsh conditions.
Craft’s entry into trail running marked a significant shift, particularly in the U.S. market, with the signing of ultrarunning icons like Tim Tollefson, David Laney, and Arlen Glick in the early 2020s.
However, it was Tommy “Rivs” Puzey who became the heart of Craft’s trail identity. Rivs, an ultrarunner and cultural influencer before “influencer” became a cliché, embodied the brand’s ethos of resilience. His battle with a rare lung cancer in 2020, and Craft’s unwavering support—donating profits from the “Run with Rivs” campaign to his family—cemented their legacy as a brand with soul. Rivs’ comeback, running marathons post-recovery, mirrored Craft’s own evolution from a niche Swedish label to a global player.
Today, Craft’s Kype Pro and Nordlite Tempo road shoes exemplify their pursuit of excellence, designed for runners who push limits, though their advanced tech often outpaces the average 9-to-5 runner. With a focus on hybrid functionality and athlete-driven innovation, Craft continues to inspire, proving that gear isn’t just equipment—it’s a catalyst for transformation.
The shoes for this article were seeded by Craft Sports.
