In winter 1948, the company began selling its first ski waxes in Norway. The fact that a Swedish company was selling ski wax in their country caused consternation among many Norwegians. In spite of this initial resistance, SWIX carried on with its work. The high quality of the products led elite Norwegian skiers to start using them, and as early as at the Olympic Games that year, all gold medallists had SWIX wax under their skis. SWIX’s reputation quickly spread both up and down through the ranks, and keep-fit skiers and crosscountry enthusiasts were soon using the product as well. The slogan “Based on tests and scientific thoroughness” encouraged even the most casual skiers to start “SWIXing”. It did not take long for the brand to become part of the Norwegian national identity.