Tenson has hired Fredrik Abrahamsson to oversee the company's sales and marketing efforts to reboot and rejuvenate the 70-year-old outdoor fashion brand. Abrahamsson, who took on the role this month, co-founded a sports fashion and lifestyle brand, WearColour, in 2010 and held previous positions at Oakley, Burton, Hurley and Eastpak. Tenson's new CEO and its creative director, Tomas Solin and Thomas Nord, who joined from Salming Sports in April, are on a mission to develop a new business plan and get fresh leadership to invigorate to the Swedish brand. Meanwhile, Johan Lövqvist, the former CEO of Tenson, is now the new CEO of Baltic, a global leader in lifevests based in Sweden.