Icebug has hired its first marketing manager, Thomas Johansson, who comes from Sierra. The Swedish company sold a total of 110,000 pairs of shoes in 2010, or 32 percent more than in the previous year. Deliveries for the past fall/winter season were up by 50 percent, and a further increase of between 30 and 50 percent is expected for the next fall/winter season, leading the company to expand its sourcing from China to Indonesia. As a counter-seasonal activity, Icebug has developed a strong line of shoes for orienteering – a big sport in Sweden where it is practiced by some 60,000 people. It sells more than 6,000 pairs of them each year, mainly in Sweden.