Atomic can’t help being obsessed with speed. They’re Austrian down to their toes, thereby making it a patriotic obligation to assist Austrian natives in winning World Cup titles. They’ve been very good at meeting expectations, delivering a horde of gold to Austrian...
No other brand introduced as many new models for 2019 as Atomic, and only a couple can point to any new technology, much less one deployed over so many waist widths and price points. In Atomic’s case, the new tech is called Prolite, a minimalist design in keeping with...
Blizzard’s fortunes began to turn around several years ago when the Tecnica Group acquired the brand and factory in Mittersill, Austria, and pumped a few million euros into an overhaul. It’s often the case in the world of industry that he who builds the last factory...
It’s hard to imagine Blizzard doing much better in the freeride domain, so in 2019 it applied its innovative energies to enhancing its prospects in the race and carving categories. The new Firebird series of race skis embellish their classic wood-and-Titanal sandwich...
Elan’s issues with market presence in the U.S. have nothing to do with product. They make enough different models to equip an army. (Which, BTW, is how Elan began, making skis for Slovenian freedom fighters in WWII.) If anything, Elan suffers from a surfeit of riches,...
