Brand News

Mikaela Shiffrin and Lucas Pinheiro headline Oakley’s new snow collection, featuring Mont Scape goggles, new helmets and mountain-to-street apparel.

At Atomic Media Day, Bogdan Giurgiu shares how Atomic Ski Fans grew from a small Facebook group into a place for ski fans to connect, travel and promote the sport.

leksander Aamodt Kilde tore his Achilles tendon in a downhill training fall in Chile. The Norwegian Ski Federation says he will return to Innsbruck for further examinations.

October storms are bringing fresh snow to Ikon Pass country, with 10 inches at Snowbird, 6 inches at Big Sky and early snowfall across Canada and Europe.

Olympic and World Downhill champion Breezy Johnson says summer testing hasn't shown any difference with the new lighter ski setups. She says racers will need to reach World Cup courses and surfaces to understand how they perform.

World Cup Finals return to Sun Valley March 18–25, 2027. With tickets now on sale, the Stifel Sun Valley Finals promise eight races, crystal globe celebrations and another chance for the Challenger downhill course’s racing debut.

Stöckli’s 2026/27 ski collection brings World Cup technology to the slopes with an updated WRT range, a Marco Odermatt edition and the new Montero AR Pro.

Alterra Mountain Company has named Kelly Vohs CEO, effective October 19, 2026, as its mountain destinations prepare for the 2026–27 winter season.

The Race Place Catalog Cover Contest is back, offering two U.S. ski racers a chance to become cover athletes and win gift certificates totaling $4,500. Entries close October 11, 2026.

SYNC Performance names 15 athletes to its 2026/27 Athlete Ambassador roster, bringing together returning and new racers across collegiate, international, Para alpine and freeride competition.

Mary Bocock and U.S. independent Rhett Lindsey won downhills at the 2026 South American Cup finals in Corralco, Chile. AJ Hurt added a super-G podium, while Barbora Nováková claimed three season titles. Race results, final standings and athlete perspectives.

Protern brings GPS timing, speed analysis and video together to help ski coaches spend less time managing equipment and more time working with athletes.

Ikon Pass has announced confirmed 2026-27 opening dates across North America, Europe and Asia, beginning Oct. 17 in Switzerland and Nov. 6 in North America.

Stifel and the St. Louis community raised $1.35 million to support U.S. Ski & Snowboard programs, training and athlete development.

Ikon Pass is adding Madarao Mountain Resort in Japan and Beidahu and Lake Songhua in China for winter 2026–27, expanding its Asian network to 14 destinations.

Kiara Derks’ path from indoor slopes in the Netherlands to European Cup and World Cup racing has been anything but conventional. After missing the 2026 Olympics, she rediscovered the joy that first drew her to skiing, and the results followed.

SYNC Performance has announced its 2026-27 team, featuring 15 promising ski racers from clubs and academies across the U.S. The roster brings together returning athletes and new talent as they pursue goals across FIS, NorAm and collegiate competition.

Fresh snow arrived at SkiBig3, Panorama and CMH terrain over the weekend, bringing the first signs of the 2026–27 winter season to Alberta and British Columbia.