The second place in the giant slalom was a disappointment. “I am not satisfied, but I won’t toss the medal into the ocean,” Ingemar Stenmark said after the 1982 alpine world championship race in Schladming, Austria. A couple of days later everything was back to normal when Stenmark won his third consecutive championships slalom gold. Ingemar, who was a spokesman for Craft, had won the gold wearing Craft’s revolutionizing underwear.
The Swedish winning machine, whose stunning record includes numerous Olympic and world championship gold medals as well as 86 world cup victories, will always have a place in the hearts of the Swedish people. When Craft created a life-size image of Stenmark on cardboard and put it on display in the sport shops, the customers couldn't stay away. It was almost as if they wanted to ask for an autograph.
When Gunde Svan’s sweaty body and runny nose worked its way through a fifty-kilometer race, Swedes sat in front of the TV with their own watch to catch intermediate times between the trees. The competitors fizzled out in the last uphill slopes and skier Svan became Gunde to the entire Swedish population.
Craft’s sales certainly were not hurt by Gunde Svan appearing in full-page ads dressed only in Craft underwear with the heading “My dad likes these too”. During the 1989 cross-country skiing world championships in Lahti, Finland, Gunde Svan won three gold medals wearing Craft garments.