Daniel Williams, CEO of WIT Fitness, has said: “Sara’s choosing to wear our products and trusting us to work with her in developing of her own range, really underscores the quality of our products and the direction the brand is taking. Sara is an inspiration to the fitness community and athletes all over the world and is perfectly aligned to our brand slogan and ethos of “Whatever it takes”.
WIT will indeed adopt a bespoke Sigmundsdottir range in the near future, something Sara is passionate about developing and is one of the reasons she chose to make the move from Nike. This is a direction seen recently elsewhere: Roger Federer from Nike to ON Running, Andy Murray from Under Armour to Castore and, closer to home, Tia-Claire Toomey and Katrin Davidsdottir from Reebok to NOBULL. Sara will continue to wear Nike footwear in the near future, as WIT continue our close global strategic partnership with the brand.
On Sara’s value going forward and WIT’s brand direction, Williams said: “ As an elite athlete Sara is a seasoned and consistent performer and at her relatively young age, we believe she has many successful years ahead of her. As well as the immediate value to WIT, it is her desire to contribute to our longer-term project which really attracted us to working with Sara. We want to become a globally dominant sports retailer and brand in our own right and we are excited to see how the signing of Sara will super charge our growth."