The Swiss Wrestling and Alpine Festival (ESAF) is set to take place in Pratteln in the canton of Basel-Landschaft from August 26 to 28. A crowd of 400,000 spectators is expected to descend on the area across the three days, making this the largest sporting event in Switzerland. Since 2009, Sallmann AG, the owner of the brand name ISA bodywear, has released its Wrestler collection of underwear in the run-up to the Schwingfest, as the ESAF is colloquially known in Switzerland. "Schwingen" is a special Swiss type of wrestling. The imagery and patterns used on the underwear correspond to the occasion: Alpine treks, prized bull studs and the famed alpine flora edelweiss.
The family business based in Amriswil in the canton of Thurgau was asked whether it wanted to become what is known as a “King’s partner” for Schwingfest 2009. This is the second-highest tier of ESAF partner. Andreas Sallmann, who was CEO of Sallmann at this time and is now Honorary President of the Swiss Textiles industry association, indicated the he would be keen to accept this invitation. In return for sponsorship, the company set up a stand at the Schwingfest to showcase its first Wrestler collection.
Current CEO Christian Sallmann remains firmly behind his father’s decision. “The Schwingfest corresponds with the values of our company”, he states. The fabric used in the underwear collection is produced and printed in Switzerland. Items from the collection can already be bought via the online shop, while the company will again be running a stand at the event in Pratteln this year.