Kjus, the skiwear brand named after the Norwegian skier Lasse Kjus, has struck a sponsorship deal with an even more famous skier, Bode Miller, for an undisclosed sum. With immediate effect, the high-profile American skier will wear Kjus apparel anywhere outside the so-called red zone imposed by the International Ski Federation (FIS) around ski races.

In the red zone, also known as the FIS Infield, Miller will still have to don Spyder, the brand picked by the U.S. national team. On the other hand, he will be allowed to wear Kjus during training, interviews, and in his leisure time. The agreement extends to all the members of the Bode Team America, composed of trainers, physicians and other helpers who exclusively work with Miller.

Spun off from Odlo in January 2006, Kjus is now chiefly owned by its chief executive, Didi Serena, by Reto Holzmann and by Lasse Kjus himself, who retired from ski racing last year. The brand is sold in 27 countries around the world. Its U.S. subsidiary in Farmington, Maine stands to strongly benefit from the fresh tie-in.