New Wave Group: all brands
The 3 brands of New Wave Group in our brand directory, with owner, origin and segment. Each profile is researched and sourced.
CraftSportswear and outdoor · SwedenTensonSportswear and outdoor · SwedenUhlsportSportswear and outdoor · Germany
Craft: Craft is a Swedish sportswear brand founded in 1977 as Craft of Sweden by Anders Bengtsson. It is based in Borås and is known for technical base layers and clothing for running, triathlon, cycling and cross-country skiing.
Tenson: Tenson is a clothing brand based in Sweden.
Uhlsport: Uhlsport is a German team sports company from Balingen, founded by Karl Uhl in 1948 and best known for goalkeeper gloves. Owned by the Daiss family from 1998, it agreed in August 2026 to be acquired in full by Sweden's New Wave Group, together with its handball brand Kempa.