Together with Eleiko — a global leader in professional strength equipment — we developed an apparel line inspired by the brand’s rich history in weightlifting.
For more than 65 years, Eleiko has supplied elite competitions worldwide with barbells and weights. Over 1,000 world records have been set with Eleiko barbells, and the company has equipped more than 40 world championships and multiple Olympic Games.
A defining moment came at the 1963 Weightlifting World Championships, when Eleiko’s barbell became the first to last an entire competition without bending or breaking — a breakthrough that changed the sport forever.
Today, Eleiko offers a comprehensive product portfolio for commercial gyms, including kettlebells, dumbbells, rigs, and cable machines. Yet the barbell — and its connection to Olympic weightlifting and uncompromising quality — remains at the core of the brand.
Together, we explored strategies to strengthen Eleiko’s positioning and broaden its customer base. With a well-established e-commerce platform in Europe and the USA following the pandemic, the time was right to extend the brand into apparel.
The result was a collection designed for training in true Eleiko style — made from organic cotton and produced using traditional knitting methods to ensure durability. Manufactured in Portugal and certified according to the Global Organic Textile Standard (GOTS), the line reflects the same commitment to quality found in Eleiko’s equipment.
The color palette draws from the Olympic colors featured on Eleiko’s iconic weight plates, while the logo originates from the 1960s. Through the collection, Eleiko connects with a new audience while celebrating its heritage.
Art director
Petter Axelsson
Photographer
Stewart Ragan
Designers
Jesper Börjesson
Thomas Håkansson