After Fjällräven at the end of 2008, it is now the turn of Peak Performance to get a make-over. The Swedish outdoor apparel brand is changing its logo to a mountain-shaped P, which will be launched in the spring and visible on its products by the fall. The company has even modified its name slightly to ensure that “performance” will not be left out anymore: PeakPerformance has become one word. These changes are accompanied by a new attitude toward the international market. While PeakPerformance will remain a specialist brand in Sweden -– with its roots in skiing – it wants to be perceived as a premium fashion brand abroad. Over the next two years it will seek to expand its presence on the casual apparel segment. It will also focus more on the golf, fitness and running categories, increasing spending budgets considerably in these departments.