ABOUT AMUNDSEN SPORTS
Amundsen’s take on outdoor is not like the others. We are as adventurous as any, and our sportswear can allow you to conquer the highest mountains in the harshest conditions. But we believe that being an “outdoor brand” is not all about being extreme and pushing the limits. It’s also about having fun and enjoying nature as one big playground. With timeless sportswear of real quality, we take our products seriously but not ourselves too seriously. We never lose our sense of wonder, and never forget that nature is best enjoyed in the company of good friends whom one can share a good laugh with.
THE HERITAGE OF JØRGEN AMUNDSEN
When Roald Amundsen set out to conquer the South Pole in 1911, he chose to learn from the best possible source and went to live with the Inuits to study their knowledge on cold weather survival. At the same time he was exploring cutting edge technology of his time. Amundsen’s ability to look back in time while leaping forward, his thorough planning, his urge to explore the unexplored, his accuracy and above all his refusal to accept the status quo, made Roald succeed were others had failed.
Inspired by this set of skills, Jørgen Amundsen, an industrial designer, questioned the way people today dress for their outdoor activities. It seemed as if the market had forgotten essential knowledge built up over centuries. Jørgen wanted to do something about this, and approached his childhood friend Erik Friis with his ideas. Jørgen and Erik had been competing in the same ski club in Oslo and done some travelling together in Patagonia. Erik welcomed the challenge and together they founded Amundsen Sports out of Oslo Norway in 2009.
The very foundations of Amundsen Sports, are made of the standards set by Roald Amundsen and his spirit of adventure. His successful combination of tradition with innovation strongly inspire us on our mission to enhance and simplify the everyday life for outdoor enthusiasts. We develop smart products inspired by the past and built for the future with advanced technical features and state-of-the-art materials.
OUR HERITAGE
ROALD AMUNDSEN
After the discovery of the North West Passage, Roald Amundsen had been planning an expedition to the North Pole with the polar vessel Fram for some time, when in 1909 he got the news that Robert E. Peary had beaten him to it. Amundsen immediately turned his attention to the South Pole instead. Captain Robert F. Scott had already announced his expedition to the South Pole, but Amundsen kept his South Pole plans to himself. When he left Oslo, Norway on 9 August 1910 on the Fram, the rest of the world thought he was still heading for the North Pole, even his crew thought so.On board Fram were 97 Greenland dogs, the key to Amundsen’s success, along with provisions for two years in the Antarctic.
After five months of sailing, they reached the Ross ice shelf in Antarctica. Amundsen and his crew set up their base camp Framheim, where they had to winter for eight months until the sun reappeared in August. By September the weather seemed warm enough for them to start the trek towards the Pole. After only a few days they experienced temperatures down to -60˚C (-76˚F), the fluid in their compasses froze solid and dogs froze to death in their sleep. They were forced to turn back to Framheim. In late October, Amundsen with a crew of four once more left Framheim on their historic trek to the Pole. The five men made their way over the snow on skis, with sledges pulled by dogs.
ROALD AMUNDSEN
On Friday 14 December 1911, there was a simultaneous cry of ‘halt’ as the sledge meters registered their arrival at the South Pole. They had reached their goal after almost two months on skis. Symbolizing their united struggle, each of the men grasped the Norwegian flag with their frostbitten hands, and planted it firmly on the geographical South Pole.
After the discovery of the North West Passage, Roald Amundsen had been planning an expedition to the North Pole with the polar vessel Fram for some time, when in 1909 he got the news that Robert E. Peary had beaten him to it. Amundsen immediately turned his attention to the South Pole instead. Captain Robert F. Scott had already announced his expedition to the South Pole, but Amundsen kept his South Pole plans to himself. When he left Oslo, Norway on 9 August 1910 on the Fram, the rest of the world thought he was still heading for the North Pole, even his crew thought so. On board Fram were 97 Greenland dogs, the key to Amundsen’s success, along with provisions for two years in the Antarctic.
Captain Robert F. Scott had already announced his expedition to the South Pole, but Amundsen kept his South Pole plans to himself. When he left Oslo, Norway on 9 August 1910 on the Fram, the rest of the world thought he was still heading for the North Pole, even his crew thought so. On board Fram were 97 Greenland dogs, the key to Amundsen’s success, along with provisions for two years in the Antarctic.
ANTARTICA
After a month they reached the foot of a mountain range, some 550 km from the South Pole. After a long and tough climb they found themselves at 3000 meters altitude. 24 dogs were shot since they were no longer needed, and used as food for the remaining dogs. For the next ten days they battled driving snow in 60kmph winds, raging blizzards and thick fog. Finally they reached the plateau, only to be confronted by The Devil’s Ballroom, a glacier with a thin crust of snow covering dangerous, deep crevasses. This proved to be their last major obstacle. The closer they came to the Pole, the more Amundsen worried that Scott had beaten him to it. On Friday 14 December 1911, there was a simultaneous cry of ‘halt’ as the sledge meters registered their arrival at the South Pole. They had reached their goal after almost two months on skis. Symbolizing their united struggle, each of the men grasped the Norwegian flag with their frostbitten hands, and planted it firmly on the geographical South Pole. The Scott expedition reached the Pole one month after Amundsen, only to be met by the Norwegian flag. Scott and his party tragically perished during their return trek from the Pole.
THE LEGACY
Looking back on our legacy over 100 years later, The very foundations of Amundsen Sports are made of the standards set by Roald Amundsen and his spirit of adventure. His successful combination of tradition with innovation strongly inspire us on our mission to enhance and simplify the everyday life for outdoor enthusiasts. We develop smart products inspired by the past and built for the future with advanced technical features and state-of-the-art materials. The products we tested back during our first years are still the heart of our collection. A sign of our continuous quest to make Versatile and Timeless products of the highest possible quality. We still place field testing adventures at the core of our business— adventures full of play and in touch with the inner child.
OUR MANIFEST
PLAY WELL
With timeless sportswear of real quality, we take our products seriously but not ourselves too seriously. We never lose our sense of wonder, and never forget that nature is best enjoyed in the company of good friends whom one can share a good laugh with. Play well out there.
PLAY WELL
With timeless sportswear of real quality, we take our products seriously but not ourselves too seriously. We never lose our sense of wonder, and never forget that nature is best enjoyed in the company of good friends whom one can share a good laugh with. Play well out there.
FRILUFTSLIV
A state of mind. Not an activity, not a competition.
A great escape these days is to seek the outdoors. While taking the necessary precautions, enjoying nature is the one thing we feel keeps us sane at the moment. Fresh air, silence, and space should be cherished and pursued to maintain a clear mind. This will only bolster our fundamentals to undertake the challenges ahead. We want to introduce you to a concept that has evolved with Norwegian culture for centuries.
Friluftsliv is a state of mind, not an activity, nor a competition. It embodies the values of what nature gives in return. A sense of detachment from the daily grind that empowers and re-energizes us to enable longevity and stability in our lives. Friluftsliv, regardless of activity, is simply being in harmony with nature.
What many find hard to believe is that there is no direct English translation for the word “Friluftsliv”. The closest we get is “outdoors”, which in many ways captures it. The whole purpose of friluftsliv is found outdoors—though, the particular activity in which you perform friluftsliv is irrelevant. Friluftsliv is the sense of freedom that the great outdoors triggers, it enables you to build perspective, understanding, and motivation. There are no prices, no rankings no guidelines. You are free to define Friluftsliv for yourself, and it can be found in close proximity to your home.
FRILUFTSLIV
A state of mind. Not an activity, not a competition.
A great escape these days is to seek the outdoors. While taking the necessary precautions, enjoying nature is the one thing we feel keeps us sane at the moment. Fresh air, silence, and space should be cherished and pursued to maintain a clear mind. This will only bolster our fundamentals to undertake the challenges ahead. We want to introduce you to a concept that has evolved with Norwegian culture for centuries.
Friluftsliv is a state of mind, not an activity, nor a competition. It embodies the values of what nature gives in return. A sense of detachment from the daily grind that empowers and re-energizes us to enable longevity and stability in our lives. Friluftsliv, regardless of activity, is simply being in harmony with nature.
What many find hard to believe is that there is no direct English translation for the word “Friluftsliv”. The closest we get is “outdoors”, which in many ways captures it. The whole purpose of friluftsliv is found outdoors—though, the particular activity in which you perform friluftsliv is irrelevant. Friluftsliv is the sense of freedom that the great outdoors triggers, it enables you to build perspective, understanding, and motivation. There are no prices, no rankings no guidelines. You are free to define Friluftsliv for yourself, and it can be found in close proximity to your home.