WeSports Group has signed an exclusive agreement to distribute Nike Strength in the Nordic region, expanding its fitness and training portfolio with Nike’s premium range of equipment and apparel.
Malmö-based WeSports Group has entered an exclusive partnership with Nike Strength, granting the Nordic sporting goods specialist distribution rights for Nike’s premium fitness equipment and apparel range across Sweden, Norway, Denmark, Finland and Iceland.
The collaboration marks a strategic milestone in WeSports’ expansion within the training and fitness segment, reinforcing its position as one of the region’s leading distributors for high-end sports brands.
“We are proud to bring Nike Strength to the Nordic market. This exclusive partnership is a strong recognition of WeSports’ position in the region, and it allows us to offer world-class training solutions to both commercial gyms and fitness enthusiasts,” said Ted Sporre, CEO of WeSports Group.
Nike Strength, part of the US sports giant’s global fitness division, combines over five decades of Nike’s design and innovation heritage with durable, high-performance strength and conditioning equipment. The product range includes professional weightlifting systems, conditioning and recovery equipment, apparel, and sustainable Nike Grind solutions made from recycled Nike materials.
The partnership comes amid strong demand for high-quality, performance-focused fitness products across Northern Europe. It also reflects a broader trend in the region, where brands are investing in premium home and professional gym solutions as consumers continue to prioritize health and wellness.
WeSports’ established multi-channel distribution model – serving both commercial partners and individual consumers – will allow Nike Strength to reach the Nordic fitness community effectively. The group currently operates across categories such as cycling, running, hockey, skiing, and outdoor, with annual turnover reaching 2.7 billion SEK (€250 million) in Q2 2025.
WeSports Group said it aims to strengthen its portfolio of global brand partnerships further and position itself as a central player in the European training and performance market.
