Active Brands AS appoints Richard Thomas as Sales Director

Active Brands AS has appointed Richard Thomas as Sales Director for the Central Europe region.

Thomas had previous been Head of Territory Outdoor and Cycling DACH & BENELUX for Endura and Berghaus, as part of Pentland Group, having worked for Endura prior to the acquisition.

SAZ Sport reports, “As the new Sales Director for Central Europe at Active Brands, Richard Thomas will primarily promote the growth of the brands Kari Traa and Sweet Protection on the Central European market.”

“The extensive portfolio of Active Brands is in a very exciting phase,” comments Thomas. “I look forward to building on this strong foundation and ensuring we are the first choice for all of our partners.”

Sweet Protection has recently had the boost of it’s ProTour sponsored men’s team – Uno X – securing an invitation to the 2023 edition of the Tour de France; a first for the Norwegian-Danish team.

The brand also sponsors the Uno X women’s WorldTour team, which secured the signatures of former women’s hour record holder Joss Louden and former British Champion Hannah Barnes during 2021. The third British rider on the team, Elinor Barker, Olympic gold medallist and five-time world champion.

The brand provides helmets, eyewear, and off bike apparel to both teams.