Salming

Salming is a Swedish sports company that makes footwear, apparel and equipment, based in Sweden [6]. It was founded by Börje Salming, the ice-hockey player, after his playing career ended, and it began with a line of sports underwear [4]. Today the company is owned by Salming Sports AB [1], and while its core business is athletic gear, a small men's grooming range brings it into beauty retail: a shaving foam, a styling wax and a scented deodorant stick.

The brand's founding date is not clearly settled across sources. Scan Magazine reports the Salming brand as founded in 1991, following Börje Salming's retirement from professional play in 1989 [6]; a separate business record gives 2001 as the date, which appears to correspond to the registration of the company Salming Sports [8]. No page on the company's own site states a founding year.

⚑ Thinner sourcing. The article relies largely on the brand's own statements (T2–T3). Glowpedia is seeking independent sources.

The company takes its name from Börje Salming (1951–2022), one of Sweden's best-known ice-hockey players [4]. According to his Wikipedia biography, he launched an eponymous brand of sports underwear after the end of his playing career [4]. From that starting point the business grew into a wider sports label covering footwear, clothing and equipment. Scan Magazine describes the company as having established itself across several disciplines, including running, floorball, handball, squash, badminton and volleyball [6].

Salming himself was not closely involved in the later day-to-day business. Scan Magazine notes that he kept a small stake and was kept informed at a senior level, but did not run daily operations or lead product development [6]. He died on 24 November 2022 [4].

Salming is owned by Salming Sports AB [1]. The founding-year discrepancy noted above turns partly on this: the 2001 date attributed to some records appears to reflect the company's registration rather than the brand's origin [8].

Salming presents itself as a maker of functional, no-nonsense sports gear. Its tagline is "No nonsense products for no nonsense people" [1], and the company says its purpose is "to help you develop and perform, whatever your level." In its own words, it does not believe in nonsense, and it stresses that products alone do not achieve goals — hard work and determination do. The brand frames its identity around Börje Salming's reputation for perseverance, and lists passion, willpower, accountability and courage among its core values.

The company's main lines are athletic: floorball sticks and equipment, indoor and trail shoes, apparel and performance underwear. A narrower selection of men's grooming products is what places Salming in beauty retail. These include the Bronze Shaving Foam and the Extreme Sculpting Wax, a hair styling product, alongside the Special Edition Deostick, an alcohol-free deodorant stick. According to the retailer listing for the deodorant, its scent combines bergamot, lavender, black pepper, patchouli, warm amber, dry wood, vetiver and musk [5]. The grooming items sit within the body, haircare and fragrance categories.

Salming sells through its own webshop as well as through distributors and a business-to-business portal.

Salming is active. Its e-commerce site carries a current product catalogue across floorball, running and apparel, and the company maintains social channels on Instagram, TikTok, YouTube and Facebook. The death of founder Börje Salming in November 2022 did not end the business, which continues to operate under Salming Sports AB.