Brandwave, the specialist sports marketing and PR agency, has been appointed as the UK PR agency for Fjällräven, a globally renowned Swedish outdoor brand celebrated for its timeless design, functional gear, and deep-rooted commitment to nature.

Brandwave will lead UK press office activity for Fjällräven, driving brand awareness and amplifying its presence in the UK market. The agency will deliver a comprehensive PR programme encompassing earned media, influencer and creator partnerships, and trade communications - all with a focus on telling Fjällräven’s rich brand story and communicating its values of function, simplicity, and respect for nature.

Through targeted media outreach, compelling storytelling, and the cultivation of meaningful relationships, Brandwave will help share Fjällräven’s heritage, product innovation, and purpose with both core outdoor audiences and new generations of nature lovers.

Beyond the press office, Brandwave will also support Fjällräven’s mission to build and nurture outdoor communities across the UK. The agency will help activate local and national initiatives, from community hikes and educational workshops to brand-led experiences like the Fjällräven Classic - encouraging more people to enjoy, respect, and protect the natural world.

Working collaboratively with Fjällräven’s UK team, Brandwave will champion grassroots engagement and bring to life the brand’s vision of making outdoor adventure inclusive, sustainable, and accessible to all.