2021 K2 Brand Profile K2 once reigned over the US market for so long, its sales leadership practically became a cliché. The keys to its sustained success were manifold, but from a product standpoint it’s not hard to summarize: K2’s have always been easy to ski....
Overview 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...
Having just renovated its all-terrain Vantage series, Atomic turned its attention this year to extending the dominance of its Redster race skis and bolstering its position in the Frontside genre. Both of Atomic’s magnificent Non-FIS Race models, the Redster S9 and G9,...
Overview 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...
Whenever a brand launches a model series that succeeds commercially beyond any and all expectations, the natural tendency is to stretch the collection in as many directions as it can possibly go. The danger is that you’ll cannibalize your own line more than you’ll cut...
Overview When Laurent Boix-Vives acquired the distressed fledgling brand Dynastar, he already had Rossignol in his portfolio. Thus was born a sibling rivalry that persists to this day, with the elder trying to establish an untouchable record and the younger always...
