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The Swiss sports brand SWE will give its name to Transgrancanaria

The textile company, born in the Swiss Alps, is specialised in trail running equipment that combines quality and respect for the environment

The two brands are partnering for the next three years.

Transgrancanaria already has a name for the next three years: Transgrancanaria SWE. The Swiss sports brand has joined the family of Arista Summit, organiser of the mountain race, with an agreement for the next three years. Recently created, SWE was born in the Swiss Alps and has a team with extensive experience in the design of specialised garments for the practice of trail running that stand out for using recycled materials of the highest quality and for their commitment to the environment.

Fernando González, CEO of Arista Summit, and Manel Satué, CEO of SWE, signed the sponsorship agreement on the beach of Las Canteras in the presence of the councillor and manager of Tourism of Gran Canaria, Carlos Álamo and Pablo Llinares, respectively. SWE, in addition to contributing its image to the Transgrancanaria brand, will be in charge of designing the official T-shirt and of shaping all the race’s textile material.

González points out that the incorporation of SWE marks the beginning of “a new stage” for the race “with a new brand, new routes, new starts, new goals and new services”, although maintaining “the essence of Transgrancanaria”. “The sponsorship of SWE is a joint commitment with which we are very excited” because it is “a new brand by and for the world of trail running”. “We are sure that the product we are going to have will be of the highest quality, made in Switzerland and with very experienced designers”, says Fernando González.

Manel Satué emphasises that the t-shirts that SWE will design for the Transgrancanaria runners will be “100% recyclable, of the highest quality and, above all, will have everything that can always be expected from any Swiss brand”, which stands out for “its design, the use of maximum innovation and the fact that we are at the cutting edge of technology in everything”. For the Swiss textile company, the sponsorship of the race is its “first big bet”. “We were looking for a race that was international, that had a great impact, that could help us not only in the launch, but that would allow us to be integrated into the race to help us with merchandising,” he explains.

The Councillor for Tourism of the Cabildo de Gran Canaria, Carlos Álamo, expresses his “satisfaction” for the union of Transgrancanaria and SWE because it is “in line with what we always defend from Gran Canaria Tourism, the commitment to sustainability and the environment”. “We are sure that SWE’s sponsorship will be a success, as it is a new brand for trail running”, says Álamo, who is confident that the mountain race “will once again be an event of maximum impact that will generate images that will serve to sell the benefits of our tourist destination all over the world”.

SWE is a growing company created in 2022 that stands out for its commitment to the environment, not only because up to 95% of the material it uses is recycled, with the aim of reaching 100% next year, but also because all its garments are developed and manufactured in Europe to reduce the CO2 impact of transport. The brand also has a team of elite runners directed by Miguel Caballero and made up of the Romanian Ionel Cristian Manole, the Chilean Enzo Ferrari, the Portuguese Ester Alves, the Belgian Dominique Van Mechgelen and the Spanish Alberto Vinagre, Yeray Durán and Octavio León.

In this way, SWE joins the Transgrancanaria Revolution, which in 2023 will become the winter festival of trail running with seven different modalities to be held between the 22nd and 26th of February. The event, part of the Spartan Trail World Championship, is also sponsored by Hospitales Universitarios San Roque, Fred Olsen Express, Expomeloneras, 226ERS, Hotel Vital Suites Residencia and RS Sonocom Audiovisuales, as well as receiving the support of the Cabildo de Gran Canaria through Turismo de Gran Canaria and the Instituto Insular de Deportes, Promotur of the Government of the Canary Islands, Maspalomas Costa Canaria and the Town Councils of Las Palmas de Gran Canaria, San Bartolomé de Tirajana, Tejeda and Agaete.

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