Featured Image: Photo by Darka Šefčík Stárnová.
“Faster. Always.”
That was the spirit in Salzburg on October 9, where the annual Atomic Media Day once again brought together many of the biggest names in world skiing, along with media and brand partners, to launch the new pre-season of excitement and anticipation.
A Warm Welcome and Shared Pride
The event’s host opened with trademark humor and energy, greeting the audience with a grin: “Welcome to Salzburg, ladies and gentlemen. The Atomic Media Day is kicking off the best month of the year.”
He added, jokingly: “Always at this time of year, I realize how bad my training was for the winter season.”
Behind the laughter was a shared pride — a feeling of community built around more than innovation and technology. Atomic Media Day celebrated people — the athletes, coaches, and creators — who make the sport what it is.
A Tribute to Matteo Franzoso and a Call for Safety
“Unfortunately, something happened this summer that none of us ever want to happen. A young Italian athlete, Matteo Franzoso, crashed during training in Chile and passed away from his injuries.”
With these words, Christian Höflehner, Atomic’s Global Race Manager, delivered a heartfelt tribute to Matteo Franzoso.
He shared a personal memory of the young racer’s first Kitzbühel experience — a day that ended with Franzoso finishing last after a 45-minute race interruption, yet crossing the line with the biggest smile of all.
“He was always cheerful, lively, a kind and funny person. This is a big shock for all of us,” Höflehner said quietly. “That’s the picture we want to remember.”
Rather than silence, the organizers chose to honor Franzoso with applause — the same energy he always brought to the slopes.
“He was an athlete full of life and passion, and we want to respect that. So, ladies and gentlemen, please give a big hand remembering Matteo Franzoso.”
As the audience rose for a minute-long standing ovation, the room filled with emotion that words could not fully capture.
That moment naturally transitioned into a deeper conversation — one about safety in speed disciplines. Despite advancements in equipment and training, risk remains part of the sport. Speakers emphasized respecting limits, maintaining safe conditions, and preparing mentally as well as physically.
Matteo’s legacy became more than a memory — it became a reminder that passion for speed must always go hand in hand with respect for safety.
A New Era for Atomic and the Next Generation
After the emotional tribute, attention shifted to the future. James Fairbank, Atomic’s Vice President of Marketing, outlined the brand’s direction and introduced innovations for the 2025–26 season.
“The legacy of having 70 years shaped by such an incredible sport… for Atomic, the DNA is rooted in racing,” he said, unveiling the new Redster Line with enhanced G9 and S9 models and next-generation boots.
The slogan “Faster. Always.” captured more than speed — it expressed Atomic’s enduring philosophy of progress.
“‘Faster’ reminds us where we came from — 70 years of racing heritage — and ‘Always’ means looking forward in every possible way,” Fairbank said.
Alongside product innovation, Atomic spotlighted its new “Juniors to Champions” program, designed to guide young athletes on their path to success.
Jürgen Graller, Atomic’s Local Racing Manager for Europe and head of the JTC program, shared how it began as an experiment and grew into something special.
“At first, we didn’t know exactly what we were doing, I have to be honest. But we found creative ideas that go far beyond traditional youth support. Writing this story and living through it with athletes and coaches is something truly unique. We’re proud of what we’ve started — and we can’t wait to welcome the next generation.”
Redster Stars Shine
The spotlight then turned to the athletes — the faces of Atomic’s Redster family.
Due to back issues, Manuel Feller was unable to attend, but the stage was still filled with an exceptional lineup of stars:
Mikaela Shiffrin (USA), Aleksander Aamodt Kilde (NOR), Sofia Goggia (ITA), Marco Schwarz (AUT), Lucas Pinheiro Braathen (BRA), Zrinka Ljutić (CRO), Raphael Haaser (AUT), Mirjam Puchner (AUT), Daniel Yule (SUI), Alex Vinatzer (ITA), Niels Hintermann (SUI), Malorie Blanc (FRA), Tanguy Nef (SUI), Fabio Gstrein (AUT), Adrian Sejersted (NOR), and Fredrik Moeller (NOR).
They shared insights, goals, and emotions before the new season — stories that reflected both humility and hunger.
More from these conversations can be heard in the Skiing Is Believing podcast or read in the follow-up athlete feature. To read more on these athletes and their stories from the Atomic Media Day click here.
A Community United by Passion
From the first laugh to the final applause, Atomic Media Day 2025 stood out as far more than a press event.
It was a celebration of emotion, respect, and determination — a reminder that behind every second on the clock stand years of dedication, shared values, and the relentless spirit that continues to drive Atomic forward.
About the Author: Darka Sefcik Starnova
