Peak Performance has recruited Henrik Bunge from Adidas Group to become its new CEO May 1 with the mission to further strengthen the Swedish sports fashion brand’s global ambitions.

“I'm as passionate about the great outdoors as I am about Peak Performance,” said the 38-year-old Bunge, who once reached the North Pole on skis in a record 41 days.   “Together with the organization I want to take Peak Performance from an international to a global brand.”

Currently, Bunge holds the position as managing director of Adidas Group Nordic and will join Peak Performance no later than May 1.
Peak Performance had earlier announced the recruitment of Tobias Sachs as new sales director, responsible for Wholesale, Retail, Franchise and e-Commerce. He will take on his new challenges on Feb. 29. From 2002 to 2008 Tobias held different sales positions at Peak Performance.

“As an active person, I can truly identify myself with the brand and its products,” said Tobias, who since 2008 has been sales director for J.Lindeberg.

After being the Official Clothing Supplier for some of the most important golf tournaments on the European Tour, Peak Performance is now going back to its skiing roots: As of 2013, Peak Performance will become partner to the Kitzbueheler Ski Club and the Official Clothing Supplier of the Hahnenkamm-Rennen – the world's most prestigious downhill race.
“This engagement is a tribute to our heritage and a clear statement about Peak Performance's ambitions within the skiing industry”, says Mattias Josander, marketing director at Peak Performance.

Originally a three men ski wear company, Peak Performance has since then become Scandinavia's largest sports fashion brand – operating in more than 20 markets with both General Stores and retail partners.