Jørgen Amundsen, an industrial designer, questioned the way people today dress for their outdoor activities. It seamed the market had forgotten essential knowledge built up over centuries. He was inspired by Roald Amundsen, a relative, who set out to conquer the South Pole in 1911. Roald chose to live with the Inuits in order to study their knowledge on cold weather survival. Roald succeeded because he was willing to disrupt the status quo. Jørgen saw a gap in the market and wanted to do something about it. He approached his childhood friend Erik Friis with his idea for Amundsen Sports. Jørgen and Erik competed in the same ski club in Oslo and traveled through Patagonia together. In 2009 the two founded Amundsen Sports in Oslo, Norway. Amundsen Sports develops innovative products inspired by the past and built for the future with advanced technical features and state-of-the-art materials.