2017 Brand Profile Fischer had a long and illustrious history as a ski maker before they decided to jump into the boot pool, despite said pool already being awash with brands. The focus of their debut models was an abducted (toes-out) stance, a clever idea they...
2017 Brand Profile When Atomic’s parent company, Amer Sports, acquired Salomon from adidas, it forged a perfect marriage of skiing nobility. Salomon would benefit from Atomic’s acknowledged artisanship in race skis and Atomic would gain instant access to much better...
OVERVIEW Elan has experienced a rollercoaster career as a player in the U.S. market. For the boomer generation whose lifespan roughly equates with that of the Slovenian brand (founded in 1945), Elan first popped on our radar on the feet of Ingemar Stenmark, the...
OVERVIEW Ten years ago, a ragtag bunch of self-described ski bums from Australia, Canada, England and America who had traveled the IFSA circuit together formed The Faction Collective in Verbier, Switzerland. As freeride competitors, they were dissatisfied with the...
OVERVIEW If one were to distill Fischer’s essence, the resulting elixir would be made of equal parts precision and speed. Rigorous quality control is the driving force in the corporate culture, a comforting thought for a brand that also makes components for...
OVERVIEW Every brand, large and small, foreign or domestic, has to make a choice about how they want to build a ski. Once they settle on a construction and the equipment to execute it is on premises, they tend to stay with it for the long haul. Head’s wheelhouse...
