By  on August 17, 2018

Casall, a small Swedish sportswear brand focused on activewear and training gear, is easing into the U.S. with a “grassroots” approach.

“The plan is built around communities and ambassadors,” Jon Lööf, chief executive officer of the Stockholm-based brand, told WWD, describing a plan to build a network of personal trainers and coaches who wear and spread the word about the Casall collection, acting as “ambassadors” for the brand.

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