Peak Performance, the Swedish sports fashion brand, has been named the official clothing supplier of the 33rd America’s Cup, Feb. 8-11, in Valencia, Spain.

The company is no stranger to the sport, having previously supported boats in the Whitbread Round the World Race; in September it was also one of the main sponsors of the Challenge Julius Baer on Lake Geneva.

The America’s Cup is the oldest trophy in international sport, and one of the most prestigious prizes in the maritime world.

“The America’s Cup will provide Peak Performance the opportunity to reach a new audience in a world we already are part of,” said Peak Performance CEO Jonas Ottosson. “Many of those who sail also have an interest for skiing and playing golf.”

In connection with the regatta, Peak Performance will launch an exclusive America’s Cup collection. The collection will be worn by all personnel during the event and sold in a limited range of Peak Performance General Stores and select stores. Look for the complete list of stores online at

—Maria Cristina Pavarini