About the Author: Darka Sefcik Starnova

A free, live-broadcast youth ski series is redefining alpine development. The Billa Žampa Cup delivers World Cup-level production, elite inspiration, and unforgettable experiences for the next generation of racers.

After a terrifying training crash, Czech World Cup skier Tereza Nová is focused on one goal: independence. Supported by family, fans, and the ski racing community, her journey is a powerful reminder that life — and purpose — continue after injury.

Lucas Pinheiro Braathen’s historic victory lit up homes from Brazil to Norway, inspiring new fans and fueling a surge of excitement around Brazilian skiing.

Joan Verdú opens up about new skis, summer training, youth camps, and the mindset driving him into the Olympic season. Click the image to read the full profile.

Fans bring life to ski racing. Their cheers, colors, and passion turn cold mountains into living arenas—reminding us why every start gate matters.

With pink hair, fearless turns, and unstoppable energy, Lara Markthaler — South Africa’s “Pink Tornado” — is redefining what it means to be a ski racer, blending style, strength, and global flair on her rise toward the World Cup stage.

The Norwegian Ski Team gathered in Sölden ahead of the 2025–26 World Cup opener, reflecting on last year’s historic podium sweep, comeback stories, and their Olympic goals for Lillehammer. From Aleksander Aamodt Kilde’s return to the new Helly Hansen team apparel, the atmosphere in the Ötztal valley buzzed with excitement and anticipation.

Atomic Media Day 2025 brought emotion and innovation together in Salzburg, uniting Atomic’s top racers and honoring Matteo Franzoso with heartfelt applause. The event highlighted safety, progress, and the shared determination that continues to define the Redster family and its pursuit of being Faster. Always.

Atomic Media Day brought together some of the biggest names in ski racing — including Mikaela Shiffrin, Lucas Pinheiro Braathen, and Sofia Goggia — for a celebration of passion, performance, and purpose. From mental resilience to Olympic dreams, the Redster team shared powerful stories ahead of the Milano-Cortina 2026 Winter Games.

Brazil’s Lucas Braathen eyes Olympic glory after a remarkable comeback season. The 25-year-old star, once a rising talent for Norway, now races under his mother’s flag and carries the weight of 200 million fans. In Milan, he declared his bold vision for 2026, vowing to bring Brazil its first alpine skiing anthem while inspiring a new generation.

The Petra Vlhová Museum opened Sept. 8 in Drahovce, Slovakia, celebrating the Olympic champion’s career from her childhood beginnings to her 2022 Olympic gold. Fans and family joined Vlhová for the ceremony, which features trophies, memorabilia, and personal stories in both Slovak and English.