The Swedish sportswear brand ICANIWILL (ICIW) is announcing a partnership with Urban Gym Group, the Netherlands’ leading premium gym chain. From May 2026, ICIW will be the exclusive clothing partner across over 50 Urban Gym Group locations in the Netherlands, marking a huge milestone in ICIWs continued establishment as one of the main sportswear brands in Europe. The partnership marks a new chapter in ICIW’s growth in the Dutch market, deepening the brand’s roots in the local training community.
Since entering the Dutch market just over a year ago, the Netherlands has rapidly emerged as one of ICIW's highest-performing markets outside the Nordics. This growth has been mainly driven by a strong and engaged Dutch training and running community that has embraced the brand with remarkable momentum. The partnership with Urban Gym Group is the next deliberate step in that journey. With over 50 locations, Urban Gym Group bring ICIW into the daily training lives of thousands of members across the Netherlands.
The Netherlands is one of our most important growth markets, and we are playing the long game here. Our ambition has always gone beyond distribution, as we want to be a brand that the Dutch training community genuinely claims as their own. That takes the right partners, the right environments and a long-term commitment to showing up. This partnership is a statement of exactly that, says Ebba Lange, Chief Marketing Officer at ICIW.
The partnership extends well beyond clothing. Together, ICIW and Urban Gym Group will develop and execute a shared programme of community activations, further uniting both brands’ communities in and beyond the gym. At the heart of the collaboration is a shared conviction: that training is as much about community as it is about performance.
At Urban Gym Group, the right environment makes the difference, and that includes the partners standing alongside our members. ICIW’s values match ours, and we want to surround ourselves with brands that stand for the same things. It’s a great match, and we’re excited to bring it to life across all our locations, says Neil Randal, Chief Executive Officer at Urban Gym Group.
The partnership will be brought to life with a dedicated launch week from May 10-16, rolling out activations across Urban Gym Group locations throughout the Netherlands. The week culminates in the exclusive Urban Gym Group Locker Room Party on May 15th at Urban Gym Group Rotterdam Coolsingel, one of the most anticipated events in the Urban Gym Group calendar.
ICANIWILL (ICIW) is a Swedish sportswear brand with roots in gym culture. The brand develops training apparel designed for performance, comfort and confidence, with the ambition to inspire people to challenge themselves and achieve their goals. Today, ICIW’s collections are sold globally through its own e-commerce, brand stores and selected retailers.
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