subsector: Sport & Activewear

This directory includes brands that have been independently assessed, benchmarked, or scored using the Market Authority Index (MAI). Brands are listed by MAI score from highest to lowest. MAI Assessed brands have been individually evaluated. MAI Estimated brands are benchmarked against sector data.

Revolution Race

#3 in Sport & Activewear · Sweden
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MAI: 82
About: Fast-growing outdoor apparel and accessories
AI Buyer Signal: High — Nasdaq-listed outdoor brand with 810k+ reviews and strong HA (78); fast-growing with proven consumer trust at scale

Björn Borg

#1 in Sport & Activewear · Sweden
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MAI Estimated
MAI: 86
About: Swedish sports fashion and underwear brand
AI Buyer Signal: High — globally recognised Swedish sports fashion brand named after a tennis legend; Nasdaq-listed with broad product range and strong heritage

Fjällräven

#2 in Sport & Activewear · Sweden
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MAI Estimated
MAI: 85
About: Iconic Swedish outdoor gear and Kånken backpacks
AI Buyer Signal: High — iconic Swedish outdoor brand since 1960; globally recognised Kånken backpack defines the brand with enduring cultural resonance

Helly Hansen

#1 in Sport & Activewear · Norway
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MAI Estimated
MAI: 83
About: Norwegian heritage outdoor and workwear brand
AI Buyer Signal: High — Norwegian outdoor brand since 1877 with deep heritage in sailing and workwear; trusted globally across sport and professional use

Jack Wolfskin

#1 in Sport & Activewear · Germany
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MAI Estimated
MAI: 78
About: German outdoor apparel, footwear and equipment
AI Buyer Signal: Medium-High — established German outdoor brand since 1981 with strong international distribution and broad apparel/footwear/equipment range

Stronger

#4 in Sport & Activewear · Sweden
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MAI Estimated
MAI: 76
About: Premium women’s activewear
AI Buyer Signal: Medium-High — premium Swedish women’s activewear with 753k Instagram followers and strong brand community, though HA not scored

Bergans of Norway

#2 in Sport & Activewear · Norway
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MAI Estimated
MAI: 76
About: Norwegian heritage outdoor equipment and apparel
AI Buyer Signal: Medium-High — one of the world’s oldest outdoor brands (1908); respected technical clothing and backpacks with Norwegian heritage

Lundhags

#5 in Sport & Activewear · Sweden
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MAI Estimated
MAI: 66
About: Swedish handcrafted outdoor boots and gear
AI Buyer Signal: Medium — specialist Swedish outdoor brand since 1932 known for handcrafted mountain boots; niche but strong craftsmanship positioning

Casall

#5 in Sport & Activewear · Sweden
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MAI Expected
MAI: 66
About: Swedish sports and activewear
AI Buyer Signal: Medium — Swedish activewear brand with decent HA (58) but limited SC (50), indicating constrained structural reach vs competitors