Helly Hansen Brings its Trusted by Professionals Message to Life with American Magic

OSLO, NORWAY — To create protective, performance-driven gear for the most extreme conditions worldwide, Norway-based brand Helly Hansen has worked closely with professionals for more than 140 years. The process of applying feedback and insights from professionals into its apparel has been implemented since the brand’s inception, leading to numerous first-to-market innovations. For spring ’24, this creative journey is brought to life for the first time in a short film, highlighting brand partner and top global sailing team, American Magic.  

In a newly released short film, American Magic and Helly Hansen show what is possible when two professional teams work together to innovate and advance the possibilities of the sport of sailing. In their pursuit to win the Auld Mug trophy at the upcoming Louis Vuitton 37th America’s Cup competition starting August 2024, American Magic requires apparel to accommodate and enable their every move on the boat. “Our partnership with Helly Hansen is very important, especially for those of us who are on the water on a day in, day out basis,” says Tom Burnham, Head Coach for American Magic. “It’s our protection. It’s something you just don’t want to even have to think about or worry about. It’s not even a consideration come race day.” 

From the flight controllers and trimmers constantly experiencing the outside elements, to the cyclists going full output to power the boat’s sail functions, no details were overlooked by the design team at Helly Hansen. A series of in-person and virtual feedback sessions resulted in a collection of apparel that optimizes aerodynamic performance and offers the highest level of waterproof/breathability and next level flexibility, enabling complete range of motion. Time spent with American Magic in Newport to Pensacola to the race headquarters in Barcelona, meant ample opportunities for testing of new prototypes, observation during training to refine details and allow further product ideation. Leading this collection are the Foil X Jacket and the Foil X Salopette for men and women, its names inspired by the patterns that carbon reinforcement yarns create on American Magic’s boat sails, including subtle “X” aesthetic details in the weave of the 4-way stretch fabrics.  

 “We’re trusted by professionals. This is really the core of Helly Hansen,” explains Øyvind Vedvik, Vice President of Sailing, Ski and R&D at Helly Hansen. “We really strive to make the best possible gear to help them perform and hopefully we give them a competitive advantage.” 

 American Magic is now based in Barcelona, Spain and set to begin competing for the Auld Mug starting August 2024. To view the full collection of apparel designed for American Magic and available to consumers, or to learn more about Helly Hansen and its technologies, visit www.hellyhansen.com.  

Credits  

Production Company: Friends 

Director: Arno Stols 

Producer: Lucy Anderson 

Post Production Company: Friends 

Editor: Khaliq Arif 

Grade:  Mike Keelin 

Music Composer:  For music we’ve used multiple tracks from different artists/composers – however sound design was more key.  

Sound design:  Alexander Wells 

Creative Directors: Sam Haynes & John Gibson  

Creatives: Chaz Mather & Lucy Jones / Flora German & Shivani Patel 

Head of Strategy: Asad Shaykh 

Senior Strategist: Sara Barqawi 

Managing Partner: Mark Rees-Weeden 

Business Director: Sophie Osaer  

Account Director: Rachel Jeffery / Anna Deane  

Account Manager: Hugo Soer  

About Helly Hansen 

Founded in Norway in 1877, Helly Hansen continues to develop professional grade apparel that helps people stay and feel alive.  Through insights drawn from living and working in the world’s harshest environments, the company has developed a long list of first-to-market innovations, including the first supple waterproof fabrics more than 140 years ago. Other breakthroughs include the first fleece fabrics in the 1960s, the first technical base layers in the 1970s, made with LIFA® Stay Dry technology, the patented H2Flow™ temperature regulating system, and the revolutionary lighter, warmer LIFALOFT™ insulation. Building on Helly Hansen’s proprietary HELLY TECH® waterproof/breathable system, the technical outdoor brand has most recently introduced the award-winning LIFA INFINITY PRO™ – the company’s most innovative waterproof/breathable technology to date. 

Helly Hansen is a leader in technical sailing and performance ski apparel, as well as premium workwear. Its uniforms are worn and trusted by more than 55,000 professionals and can be found on Olympians, National Teams, and at more than 200 ski resorts and mountain guiding operations globally. 

 Helly Hansen’s outerwear, base layers, sportswear and footwear are sold in more than 40 countries around the world and the company is owned by Canadian Tire Corporation (CTC). To learn more about Helly Hansen’s latest collections, visit www.hellyhansen.com.