Featured Image: Mina Fürst Holtmann in action at SNØ. Photo credit: SNØ / SHRED.
New collaboration equips SNØ’s ski patrol and instructors with SHRED. goggles, helmets, and back protectors—marking the brand’s first major presence in Norway.
SNØ Partners With SHRED. to Raise Safety Awareness
SNØ, the indoor ski arena located just outside Oslo, has entered into a new partnership with eyewear and protection brand SHRED. The collaboration will see SNØ’s ski patrol and instructors equipped with SHRED. goggles, helmets, and back protectors, bringing the American-Italian brand closer to Norway’s alpine community.
“Together, we want to raise awareness around safety,” says SNØ CEO Ole Christian Mork.
Founded in 2006 by Olympic champion Ted Ligety and materials engineer Carlo Salmini, SHRED. has built a reputation for innovation in goggles and protective gear. While the brand has a significant global presence, its footprint in Norway has remained limited—until now.
Bringing SHRED. Into One of Skiing’s Strongest Nations
“Norway is a ski powerhouse,” says SHRED. co-founder Ted Ligety. “SNØ gives us a year-round opportunity to get SHRED. in front of the country’s ski and snowboard community, from World Cup athletes to weekend skiers. We’re excited to be here, raising the bar on performance and safety.”
The partnership brings SHRED. into one of the world’s most influential skiing markets, with SNØ serving as a central training environment for athletes and recreational skiers alike.
Technology Designed for Clarity and Safety
SHRED. has invested heavily in developing its Contrast Boosting Lens™ 2.0 technology, created in collaboration with the MIT Sports Lab. The lens system is engineered for precise vision in all conditions.
“We study how the eye perceives light through the lens to find the best formulations that keep vision sharp,” says SHRED. co-founder Carlo Salmini. “At SNØ we’ll showcase our Contrast Boosting Lens 2.0 and the new NIGHTTIME variant, specifically engineered for indoor environments and artificial light.”
Equipping SNØ’s Team
Approximately 40 SNØ employees—including instructors and ski patrol—will use SHRED. helmets, goggles, and back protectors.
SNØ’s managing director, Ole Christian Mork, looks forward to working with a brand he considers one of the leaders in its field. “We’re very impressed with SHRED’s products and their commitment to high-quality performance and safety,” says Mork. “Through this partnership, we’ll help raise awareness about snow safety by sharing knowledge and experience through articles, newsletters, and other content for our customers.”
SNØ will also host contests featuring SHRED. gear and offer exclusive benefits to guests and staff.
Athlete-Backed Performance
Alpine skier Mina Fürst Holtmann, a member of the Norwegian national team, has been a leading ambassador for SHRED. on the Olympic, World Championship, and World Cup stage since the 2019-2020 season. Representing Bærums Skiklub, she relies on SHRED. for clarity, fit, and speed.
“SHRED. has helped me perform better,” she says. “The goggles give me an edge in all conditions, especially in flat light.”
Holtmann recently visited SNØ to test new SHRED. goggle models. “I’m really pleased with the new collection. It combines great design with top performance.”
About the Author: Press Release
