Brand News

Tommy Ford and River Radamus Sölden press conference, GEPA pictures The Stifel US Men’s Alpine

One year after his emotional retirement from Alpine ski racing, Lucas Braathen returns to the sport in Sölden, Austria.

The traditional opening race of the Alpine World Cup, the Giant Slalom in Sölden, Austria,

As Sölden approaches, the Stifel U.S. Ski Women's Tech Team is ready to rip it up. Nina O'Brien comes back to the World Cup stage and is feeling strong and confident! Read more.

Mikaela Shiffrin gears up for the 2024–25 World Cup season, focusing on skiing her best, not chasing the 100-win milestone, even as others highlight her record-breaking potential. Shiffrin is ready to face the challenges ahead with a strong preseason behind her and major adjustments to her approach.

In a move to create a deeper and more meaningful community among junior alpine racers across North America, Atomic is proud to announce the launch of its new Juniors to Champions program. 

We have teamed up with SYNC Performance and Shred to offer you an incredible giveaway opportunity with a comprehensive gear package worth $3,680!

Marco Odermatt is one of the biggest favorites heading into the men’s World Cup season opener in Sölden, Austria. Here is a peek into the top skier's pre-season preparations.

Race Place was thrilled to introduce their Front Cover Winner, Copper Kirchmeier, and Back Cover Winner, Charlie Palmer! These two remarkable individuals have showcased an unwavering commitment to the world of ski racing, embodying a true spirit of excellence. 

With the 2024-25 FIS Alpine Ski World Cup just days away, Paula Moltzan is charging into the new season with focus and determination. Read more about her mindset heading into the season and her goals.

Stifel US Ski Team's Bridger Gile is set to return to the World Cup giant slalom circuit after battling injuries. Gile, 24, will race on the challenging Sölden course on Oct. 27. Last season, he earned a World Cup start position for this season and aims to make a strong comeback.

Aleksander Aamodt Kilde, the Norwegian skiing star, continues his challenging journey to return to the World Cup circuit after a devastating crash at the Lauberhorn in January 2024. His fiancée, fellow superstar Mikaela Shiffrin, has offered emotional support as Kilde recovers from a dislocated shoulder and a severe leg injury. The road back is filled with physical and mental challenges, but Kilde remains determined.

SYNC Performance, provider of technical apparel, protective ski race equipment, and travel bags based in Vail, Colorado, announces today the SYNC Athlete Fund Recipients for the 2024/25 season.

Marco Odermatt, the Swiss and Stöckli megastar and three-time overall World Cup winner, has become a familiar face on the mountain and in the media world. His appearances in high-profile ads, including one alongside tennis legend Roger Federer, have placed him on the fast track to becoming a Swiss advertising icon. But the question remains: Could Odermatt surpass Federer as the country’s most recognizable sports figure in advertising?

Mikaela Shiffrin released updates for this upcoming 2024/25 season with a slightly different direction. This season Shiffrin will be focusing on three disciplines: slalom, giant slalom, and super-G. She does not plan to enter into any World Cup downhills. 

In the heart of every Level Glove is a desire to innovate, not just for performance, but for the planet. The impact of modern production processes is not sustainable anymore, and no one should stand still without doing their part.

U.S. Ski & Snowboard announced expanded partnerships with Stifel Financial Corp (NYSE: SF) and Toyota (NYSE: TM). Stifel will become the official Team Naming Partner of the Stifel U.S. Para Alpine Ski Team and Toyota the official Team Naming Partner of the Toyota U.S. Para Snowboard Team. 

Lacerations are among the most dangerous threats, especially to vulnerable areas like the legs. That’s where Diston steps in as the global leader in cut-resistant apparel. With the launch of their new 2024-25 website, Diston is showcasing why they are recognized as the top choice for protective gear, combining world-class safety with cutting-edge technology and comfort.