HEAD Sportswear names Borys Paterson as Exclusive Canadian Partner

HEAD Sportswear GmbH has named Borys Paterson as its exclusive Canadian partner, a strategic move to expand its reach in Canada. With an extensive experience in the ski and luxury sportswear industry, Paterson’s expertise promises to support HEAD’s growth and commitment to Canadian consumers.

“Borys’ passion for the sport and his industry expertise makes him a valuable leader for HEAD in Canada,” said Jessica Goodman, Vice President of Sales – North America at HEAD Sportswear. “We are confident that his insights will help drive our brand’s success in this market.”

HEAD Sportswear’s Canadian Expansion Strategy

Paterson’s background includes a Senior Buyer role with Alterra Mountain Company, which operates leading ski resorts across North America such as Deer Valley, Mont Tremblant and Blue Mountain. This experience made him a natural fit to lead HEAD Sportswear’s Canadian market efforts. “I was one of the first North American buyers of HEAD Sportswear back into the Canadian market after nearly 30 years,” Paterson explained, adding that he has worked closely with Goodman, formerly with luxury brands Bogner and Goldbergh, on HEAD’s expansion plans.

HEAD Sportswear’s offerings in Canada span four main collections – Performance, Kore, Race and Legacy. The Legacy collection is designed in collaboration with US World Cup skier, Lindsay Vonn.

HEAD Sportswear’s Canadian Retail Partnerships

In Canada, HEAD Sportswear products are sold at specialty and resort stores in locations across the country. This focus on specialty and resort-centered partners helps the brand engage directly with its key audience. According to Paterson, this specialty approach ensures a customer-focused experience, while offering a white glove service that Paterson and Goodman are known for.

HEAD Sportswear’s Canadian growth has been strong, even in challenging seasons. Despite a low-snow season last winter, sales grew in Canada, showing the brand’s resilience and strong customer interest. HEAD’s success also stems from high-profile collaborations, such as its recent partnerships with Gucci and Vogue. The Gucci capsule included both tennis and ski apparel, while the Vogue collection made a Tennis capsule. The brand has been featured at leading events such Wimbledon, and the US open – reinforcing HEAD’s luxury appeal.

Building a Stronger Brand in Canada

Paterson envisions HEAD Sportswear’s growth by tapping into Canadian interest in European-inspired designs with the legendary name. HEAD brings a unique aesthetic to Canada, offering a fresh option alongside other brands like Descente and Spyder.

While HEAD’s global reputation includes tennis and pickleball equipment along with skis, Paterson’s focus in Canada is on sportswear. HEAD’s versatile product range includes accessible options, with ski jackets starting at $400 CAD and reaching $2,000 CAD for premium pieces.

Paterson’s role as HEAD’s exclusive Canadian partner marks an exciting chapter for the brand. With plans to strengthen resort partnerships and connect with specialty stores, HEAD Sportswear aims to make a strong impact on Canada’s sportswear market.