David Ekelund

David Ekelund is a prominent figure in the Scandinavian outdoor industry. He served as the Chairman of the Board at the Scandinavian Outdoor Group (SOG) for ten years until September 2022.5 Ekelund is also the co-founder and co-CEO of Icebug, a Swedish outdoor footwear brand.3

As the SOG chairman, Ekelund played a crucial role in fostering cooperation among Scandinavian outdoor brands. He emphasized the importance of collaboration, stating that "1 add 1 can equal 3" when companies work together on projects.1 Under his leadership, the SOG grew to include 66 brands from Sweden, Denmark, Norway, Finland, and Iceland.1

Ekelund is known for his commitment to sustainability and environmental protection in the outdoor industry. He supported initiatives to address issues such as microplastics and encouraged SOG members to pursue ambitious sustainability goals.1

In addition to his roles at SOG and Icebug, Ekelund has been involved with the European Outdoor Group (EOG).2 He is recognized as a strong believer in the power of trust and collaboration within the outdoor industry.4