Unofficial by Åkestam Holst

Maurten is officially used by some of the world's top endurance athletes – such as Mo Farah, Eliud Kipchoge, Mary Keitany and Jan Frodeno. But a greater number of athletes use Maurten unofficially – athletes sponsored by the larger brands in the category.

"It's a fact", says Philip Ahlqwist, Head of Brand at Maurten. "Many athletes use our products under the radar, as they are officially sponsored by some other brand. For example, there are several other teams than the ones we cooperate with that use our products on the UCI World Tour, but unofficially. The same goes for triathlon and ultra-running. While most brands would be disappointed that their product is not receiving all the exposure it could, we are not. To us, the athletes and their performance always come first. To prove this and create real value for them in one single action, we created Maurten Unofficial. And since we know that there’s a real demand for this, it makes it more than just a clever advertising campaign."