Brand News

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

Four generations deep in ski racing, Andreas Žampa is carrying forward a family legacy built on commitment, precision, and resilience. Beyond the World Cup stage, the Slovak standout is investing in the next generation through the growing Žampa Cup initiative.

SYNC Performance has opened applications for its new Junior Scholarship, recognizing U14 and under ski racers across North America who bring passion, dedication, and positivity to the sport. The selected athlete will receive a full junior race kit, SYNC apparel, and a one-on-one virtual mentorship with an elite SYNC Athlete Ambassador.

Sam Maes has never taken the easy line. In Twice the Fight, the Belgian Olympian opens the door to life outside the traditional federation system, revealing the discipline, belief, and daily commitment required to compete independently on the World Cup circuit. The short film offers a rare, honest look at what it truly takes to chase podiums without the backing of a major national program.

Salomon is officially returning to competitive alpine racing in North America with the launch of EQUIPE, a head-to-toe race initiative built on performance, heritage, and community. Backed by early World Cup success and a full race-system offering, EQUIPE marks a renewed commitment to athletes from the highest level to junior racing.

SHRED. announces a fully built US sales team and renewed commitment to specialty retail, bringing distribution back in-house and strengthening partnerships through Winter Sports Retailers.

This season, SYNC Performance created the SYNC Athlete Ambassadors program designed to support elite-level ski racers. Click to learn more and apply!

With just 6 days left in the Kickstarter campaign, winter athletes and adventurers have a limited-time opportunity to back SYNC Performance’s highly anticipated Panoak and Pano Plus jackets at exclusive early access prices. 

Liski supplies the essential alpine racing gates for the NCAA Championships, which launched today at the Dartmouth Skiway.

MARKER bindings, with its innovation, technical sophistication, and performance, are making their mark in the first half of the 2024/25 Audi FIS Alpine Ski World Cup season helping numerous top athletes secure podium positions.

As the official ski partner of the 2025 Alpine World Championships in Saalbach, Atomic celebrates its 70th anniversary and proudly unveils the new Redster range.

Atomic announces its North American test schedule for spring and early summer 2024 at Copper Mountain and Mt. Hood.

Rossignol Racing Test Center Returns to Mount Hood, which include the new HERO FIS race skis for the 2024-25 season.

Dynastar Racing Test Center Returns to Mount Hood. Dynastar is thrilled to unveil its new 2024-25 race collection at its Race Test Center in Government Camp, OR.

Level Gloves presents the new 2024-25 models to widen its offer of performing and comfortable gloves for every skier.

Thanks to new partnerships with Dalbello, Lange, and Marker, Kaestle was able to close the deal after a 23-year absence from the OSV pool.

On June 10, 2020, Canada’s Erin Mielzynski announced that she would be leaving behind her

The 27-year recently made the switch from long-time sponsor Salomon.