Brand News

Julia Scheib ended Austria’s nine-year women’s GS drought with a home victory in Sölden. Paula Moltzan finished second, Mikaela Shiffrin fourth, and the Stifel U.S. Ski Team dominated — three in the top six and all North Americans in the top 20.

Austria’s Julia Scheib stormed into the lead after the first run in Sölden’s season-opening giant slalom. The Stifel U.S. Ski Team surged into contention with Paula Moltzan second, Mikaela Shiffrin sixth, and Katie Hensien ninth as three Americans landed inside the top 10.

The men’s World Cup season launches Sunday in Sölden, Austria, marking the start of the Olympic year. Switzerland’s Marco Odermatt and Loïc Meillard lead the field, with Norway’s Henrik Kristoffersen and Atle Lie McGrath in pursuit. River Radamus headlines the Stifel U.S. Ski Team, joined by teammates Bridger Gile, Patrick Kenney, Cooper Puckett, Isaiah Nelson, and Ryder Sarchett as they target early-season breakthroughs.

Slalom world champion Camille Rast enters the Olympic season calm and confident. After her breakout winter, she now targets consistent Top-7 giant slalom results.

Mikaela Shiffrin and Lauren Macuga headline Stifel’s new “Where Success Meets Success” campaign, launched as excitement builds for the 2025–26 World Cup season. The creative links athletic drive and business focus, featuring U.S. Ski Team athletes including Shiffrin, Macuga, Alex Ferreira, and Jessie Diggins.

Win the ultimate ski gear package from SYNC Performance, Nordica, SHRED., and TOKO! One lucky skier will receive top-of-the-line apparel, skis, goggles, and tuning equipment valued at over $5,400. Enter by November 11, 2025.

The 2025–26 Women’s World Cup season opens Saturday in Sölden, Austria, with the world’s best returning to the Rettenbach Glacier for an early test of speed and skill. Mikaela Shiffrin, Alice Robinson, and Lara Gut-Behrami headline a deep field in the first giant slalom of the Olympic year.

The HEAD Worldcup Rebels open the Olympic season in Sölden this weekend, led by Gut-Behrami, Hector, and McGrath. After a dominant year, HEAD returns determined to stay the team to beat on the World Cup circuit.

Ikon Pass expands its global footprint into Asia for Winter 25/26, adding nine new destinations across Japan, China, and South Korea. Pass holders can now ski or ride up to 77 days in Asia’s legendary snow at 11 total destinations, including Japan’s Shiga Kogen, China’s Yunding Snow Park, and South Korea’s Mona Yongpyong.

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Less than two weeks before the World Cup opener in Sölden, Marco Odermatt traded his race suit for formal wear at a film premiere in Vienna. Now the Swiss superstar is shifting back into race mode, focused on defending his titles and beginning the Olympic season with confidence and composure.

Sun Peaks Resort (BC) and Bogus Basin (ID) open snow farming storage facilities built by Snow Secure in collaboration with LISKI Sport Equipment, preserving summer snow and enabling an early-season opening.

Alterra Mountain Company invites families to hit the slopes this winter with Kids Ski Free Week, running December 6–12, 2025, across 15 North American destinations. Kids 12 and under (17 and under at select resorts) receive up to seven free lift tickets—plus additional discounts on lessons, rentals, lodging, and gear.

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.

Ava Sunshine and Mikaela Shiffrin celebrate in Levi 2022: GEPA pictures Ava Sunshine was just

The TA Foundation, in partnership with SYNC Performance, has announced the 2025/26 SYNC Athlete Fund recipients—awarding $75,000 in grants to support ski racers in achieving their athletic goals and breaking down financial barriers in the sport.

SYNC Performance introduces the Opedix® Base Layer—developed with orthopedic experts at the Steadman Clinic—to help skiers move stronger, reduce injury risk, and recover faster. The first base layer built with medical-grade alignment technology.

Swiss World Champion Franjo von Allmen admits he’d have liked a longer summer, but after standout training in Chile and Zermatt, the 24-year-old is ready to launch his Olympic season with confidence and speed.

Each October, Keely’s Camp partners with Blizzard, Tecnica, Stio, and Shred to celebrate and support the next generation of female skiers through the annual Girl On Fire Sponsorship Contest. The program provides one deserving athlete with gear, mentorship, and opportunity—helping her pursue her passion and continue blazing trails on and off the mountain.