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Sweet Protection Names Atle Enberget Director of International Sales and Marketing

Published March 18, 2020

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Company Veteran Eyes Streamlined Approach To 2020 Product Rollouts

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(BOULDER, CO - MARCH 2020) - Sweet Protection, the industry leader in high-performance helmets, goggles and technical clothing, announced today that it has named Atle Enberget as its Director of International Sales and Marketing, trusting a familiar face in the company with the job of streamlining two essential departments in 2020 and beyond.

Enberget is based out of Sweet Protection’s corporate headquarters in Trysil, Norway, and has been with the company since 2003. He has served as the company’s Director of International Sales for 17 years, but will now inherit the additional responsibilities of running the company’s international marketing arm.

“I’ve been part of this brand since we started, so it’s not really work anymore, it’s a lifestyle,” Enberget said. “When you join the forces of sales and marketing and start pulling in one direction, and you agree on ideas for where the company is headed and the bigger picture, that makes sense for the entire organization.”

Enberget’s change in responsibilities means he will spend more time focused on running the company’s international marketing department, especially as the company looks to roll out a series of new products in 2020. Sweet Protection expects to unveil new lines of their signature high-performance goggles and helmets this summer and next winter for the North American market.

“One mistake we’ve made in the past is that the marketing department has been too much of its own entity, and the sales department has been its own entity,” Enberget said. “The way going forward is together, with one mutual goal. We’re a small company, and we’re better prepared when we’re lean, quick and smart when it comes to making decisions.”

About Sweet Protection

Based out of the small village of Trysil, in the midst of the Norwegian wilderness and close to the mountains, the Sweet Protection crew has been developing helmets, protection gear and technical clothing since 2000. The multi-award-winning team of designers, skilled technicians and the amazing team of riders have pushed the envelope of what’s possible with functional equipment.

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