Previously senior field sales manager at the Adidas Group in Norway, Stian Sunde has been hired as Norwegian country manager for Haglöfs, starting from the beginning of February. This comes after the departure of Bjarne Budal, who led the Swedish outdoor brand's business in Norway for many years. At the Adidas group, Sunde was in charge of strategic development for both the Adidas and Reebok brands. Fredrik Ohlsson, global sales director at Haglöfs, described Sunde as a strategic and sales-driven manager who would help to strengthen the brand's position in the Norwegian market.