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...
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...
While almost all of Dynastar’s collection returned intact, the one notable exception is right on top of a current trend. It’s the Speed Zone 4X4 82 Pro, part of an expanding number of 82mm-waisted models that aren’t your typical Frontside skis with an obsession for...
Overview No other brand in our sport owes as much to the records and legacy of a single athlete as Elan. The athlete, of course, is the incomparable Ingemar Stenmark, winner of 86 World Cup races, all on Elan. There would be no second act on the World Cup for Elan...
