ICANIWILL (ICIW) is strengthening its presence in Norway through a new partnership with Norwegian retail group Sport Holding. Through the collaboration, ICIW will expand from online distribution into physical retail, making the brand available in selected Intersport and Sport 1 stores across Norway starting in Q4 2026.
The move marks the next step in the relationship between the two companies. Since 2025, ICIW has been available online through Sport Holdings digital platforms, and the new agreement now brings the Swedish training brand into physical retail for the first time within the group's store network.
Norway is an important market for us, and expanding into physical retail together with Sport Holding is a natural next step. Their strong position within the Norwegian sports retail market and their extensive store network allow us to reach more customers and further strengthen our presence in the region, says Anders Wallstedt, CEO of ICIW.
The expansion builds on ICIW’s strong momentum in Norway. Over the past three years, the company’s revenue in the Norwegian market has increased by more than 700 percent, making Norway one of the fastest-growing regions and an increasingly important part of the overall business. Against this backdrop, the partnership with Sport Holding represents a strategic step in ICIW’s broader B2B and wholesale expansion, allowing the brand to meet growing demand through both digital channels and physical retail.
As one of Norway’s leading sporting goods groups, Sport Holding operates a nationwide retail network through its Sport 1 and Intersport chains. The partnership therefore provides a strong platform for ICIW's continued growth in Norway while supporting the brand’s broader strategy to expand its wholesale presence across the Nordics and Europe.
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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