Brand News

Franjo von Allmen has committed his future to HEAD Rebels, signing a contract extension through 2030. The Olympic and World champion has enjoyed a meteoric rise in alpine skiing, collecting five World Cup victories, multiple world and Olympic gold medals, and establishing himself as one of the sport’s premier speed specialists.

Mari Renick grew up chasing her brother around Crested Butte. Now, after a breakthrough NorAm downhill season, she joins the Stifel U.S. Ski Team.

Olympic top-10 finisher Kyle Negomir joins Stöckli after the strongest season of his career, highlighted by a rise into the world's top downhill start-30 group and a near miss of the World Cup Finals.

Alice Robinson has joined the HEAD Worldcup Rebels, adding one of the world's top Giant Slalom and Super-G racers to the brand's elite roster. The New Zealand star brings seven World Cup victories and a World Championship silver medal to her new partnership with HEAD.

Lauren Macuga entered the Olympic season as one of the brightest young stars on the Stifel U.S. Ski Team before an ACL tear ended her winter before it began. The World Championship medalist opens up about recovery, missing the Olympics, rediscovering her love for ski racing and her planned return to snow.

Mikaela Shiffrin and Stifel CEO Ron Kruszewski discuss skiing, business, investing, leadership, and the pursuit of success in the Season 1 finale.

Lindsey Vonn and Ryan Cochran-Siegle headlined the 2026 Stifel Awards, earning Athlete of the Year honors for the Stifel U.S. Alpine Ski Team. U.S. Ski & Snowboard and Stifel recognized athletes, coaches and rising stars across the organization following the 2025-26 season.

Mt Mansfield Graduate Maximilien Hoder joins the Stifel U.S. Ski Team after winning Junior World Championship slalom bronze and earning a World Cup start position through the NorAm Cup.

Annika Johansson developed almost entirely in Europe after moving overseas at 14, pursuing one of the most unconventional pathways of any American skier before earning her place on the Stifel U.S. Ski Team.

Raised skiing the steep terrain of Crested Butte and inspired by Olympian mother Wendy Fischer, Aksel Lindenmeyr earned a Stifel U.S. Ski Team nomination after a breakthrough season that included strong NorAm results and a World Junior Championships medal.

After a breakout World Cup season, Swiss speed talent Alessio Miggiano is pushing toward the 2027 home World Championships in Crans-Montana.

Christof Innerhofer will race on HEAD equipment next season after ending a long partnership with Rossignol. The Italian veteran, Olympic medalist and former world champion still believes he can compete near the front of the World Cup speed field at age 41.

HEAD is reshaping how ski products are developed by putting women’s voices at the center of the conversation. At a recent women-focused summit at Big White, B.C., the brand brought together influential figures from across the North American ski industry to test prototype skis, discuss representation, and provide candid feedback on everything from product design to marketing language. The event highlighted the importance of inclusion, authentic storytelling, and community in shaping the future of skiing.

Major race brands including HEAD, Stöckli, Nordica, and Atomic are expanding 2026–27 ski testing opportunities this summer at Mt. Hood and Ski Club Vail, giving junior racers access to next season’s latest race equipment before winter begins.

Sasha Rearick steps into the Borgen Family Alpine Director role with a broad challenge: strengthen the Stifel U.S. Ski Team, improve athlete pathways and connect American alpine skiing from grassroots development to the World Cup.

U.S. Ski & Snowboard announced Phil McNichol as the new Stifel U.S. Alpine Ski Team men’s head coach, bringing decades of World Cup leadership experience back to the American program

Stöckli returns to Mt. Hood this summer with its Junior Racing Test Center, giving young athletes access to World Cup-level race equipment and hands-on support from the Stöckli race team from June 14–28.

The North Face will become the new official performance apparel partner of the Stifel U.S. Ski Team and U.S. Ski & Snowboard in an eight-year agreement running through the 2034 Winter Olympics.