For over 60 years, the strength equipment company Eleiko has provided elite-level weightlifting competitions with barbells and weights. More than 1000 world records have been set with Eleiko barbells, and the company has supplied equipment to over 40 world championships and several Olympic Games.

Eleiko’s barbell was groundbreaking during the 1963 Weightlifting World Championships, being the first to complete an entire competition without bending or breaking, which previously required multiple barbells during a single event.

Today, Eleiko offers an extensive product portfolio for commercial gyms, including kettlebells, dumbbells, rigs, and cable machines. However, the barbell and its connection to Olympic weightlifting and quality remain a central part of the brand.

Together with Eleiko, we explored strategies to strengthen the brand and reach a broader customer base. Following the pandemic, the company had a well-established e-commerce platform in Europe and the USA.

The solution was a clothing collection designed for training but in Eleiko’s style, using organic cotton and a traditional knitting method that ensures durability. The clothes are manufactured in Portugal and certified according to the Global Organic Textile Standard.

The color palette for the clothes draws inspiration from the Olympic colors, which are also found on Eleiko’s weight plates. The logo is from the 1960s. With the clothing collection, Eleiko can reach an entirely new customer base while also communicating its heritage.

Art director
Petter Axelsson

Photographer
Stewart Ragan

Designers
Jesper Börjesson
Thomas Håkansson