In1943, theAstra Pharmaceuticalcompany’s presidentBorgeGabrielssonand well-known Swedish skierMartin Matsbointroduced to the world a groundbreaking ski wax brandedSWIX, thus initiatingSWIX’s nearly hundred-year brand development.
Traditional ski waxes were made from naturally occurring materials such as beeswax, tar, pine resin, fats, and oils—substances that varied greatly in quality and were difficult to replicate in production. In contrast,SWIXski wax is scientifically formulated from raw materials, offering greater stability under varying snow temperatures, air conditions, and snow types.
1948In , at the Olympic Games in St. Moritz, Switzerland, thanks to the use ofSWIXwax, Swedes won all the gold medals in cross-country skiing events,SWIXbegan to gain widespread attention within the skiing community.
With continuous business growth and expansion, in1974,,SWIXacquired Norway’s Lillehammer Ski Pole Factory—the world’s largest supplier of cross-country ski poles. Today,SWIXproduces approximately100million ski poles annually, which are widely used in alpine skiing, cross-country racing, and sliding practice.
1989In ,SWIXalso added two new factories for outdoor and ski apparel in Norheim. Now,SWIX’s clothing line includes skiwear, sportswear, gloves, hats, and bags.
Today,SWIXhas grown into a globally recognized brand. During the snow sports competitions at the 2014 Sochi Winter Olympics, over2014In the snow sports competitions at the 2024 Sochi Winter Olympics, among the athletes who won gold medals, those who usedSWIXski wax, while athletes using80%% of gold medalists usedSWIXski poles accounted for69%% of total medal winners. Meanwhile,SWIXapparel also sponsors dozens of national teams worldwide. As of2016At the end of the year,SWIXit has sponsored7500world champions. Since entering the Chinese market in2015,SWIXit has successively sponsored the national freestyle skiing team, the national snowboardingUpool team, the Bayi Ski Sports Brigade, the Heilongjiang Provincial Team, the Xinjiang Provincial Team, and the Inner Mongolia Provincial Team. It has also enlisted2006’s two-time gold medalist in cross-country skiing at the 2006 Turin Winter Olympics, the SwedeLind, as a company partner and technical advisor.2016,SWIXalso formed a strategic alliance with China’s well-known commercial ski club1031in
SWIX, expanding its brand influence into mass-market skiing.Ulvang, a brand under the company, was founded and named after the current chairman of the International Ski Federation’s Cross-Country Ski Committee,Vegard Ulvang. This brand is positioned to provide sustainable fashion products for athletes using naturally gifted materials such as merino wool, bamboo charcoal, and eucalyptus fibers, expanding the total amount of resources by extending the lifespan of existing natural materials.
LUNDHAGS, as a royal brand of Sweden, also joined the2011.SWIXfamily in1987, when the Swedish expedition team climbed Mount Everest, they wore custom-madeLundhagsboots. To date, the brand still retains its purely handcrafted craftsmanship in Sweden and has evolved into the highest-end outdoor brand integrating boots, apparel, bags, and ski products.LundhagsEvery detail of its products is functional and durable, helping people eliminate all unnecessary details.