Swedish sportswear manufacturer CRAFT has appointed Philip Tavell to the position of Category Leader for running and alpine skiing. As of mid-April, the former mountainbike pro will support the product management team in the company’s headquarters in Borås, Sweden.


Tavell will start as Category Leader for the segments Running and Alpine Skiing at CRAFT. The Swede previously worked for Red Bull as Category Manager Sales & Promotion in Stockholm. Tavell is a former mountainbike pro – a Multivan Merida rider for four years – and was also sponsored by Red Bull for seven years. Tavell is also a passionate skier and runner.


Catrine Marchall, Head of Product and Design at CRAFT, said: “We’re very excited about Philip joining our team. His experience as an athlete and his business insight will have an immediate impact on CRAFT. Philip has a very dedicated, innovative and professional approach and that makes him the perfect category leader for CRAFT, especially in such an important period of international growth for the company.”