Mikaela Shiffrin Frames 2026-27 as a “Season of Exploration”
Mikaela Shiffrin, the greatest alpine ski racer of all time, to put more focus on GS and super-G while racing select slaloms, beginning at the Stifel Killington Cup
Announcement SummaryMikaela Shiffrin shares her approach to the 2026-27 season in a new video on her YouTube channel on Tuesday, October 6, 2026. She is calling it “The
New leadership structure designed to improve trade support, market focus and global-to-local execution
Atomic today announced six leadership appointments and a restructured global commercial and marketing organization, effective May 19th. The changes appoint new directors across three areas - Omnichannel Sales & Marketing, Strategic Accounts and Global Marketing - and are intended to simpli
Sean Kennedy promoted to General Manager, North America, as Atomic invests in leadership across product, operations, sales and marketing
Atomic has announced a new leadership structure for North America, effective May 18th, designed to support the brand’s continued growth and strengthen its connection with skiers, retailers, reps and key accounts across the region.
As part of the new stru
(Altenmarkt, Austria, February 2026) Atomic has released its Impact Statement 2025, marking the third annual report outlining the brand’s climate strategy, decarbonization progress, and broader sustainability initiatives. The report provides a detailed look at how Atomic is addressing its environmental footprint while building the foundations to meet its commitment to Science Based Targets, includ
Bolzano, Italy – January 21, 2026 – The third edition of the Ski Industry Climate Summit marked a significant step forward in scale, scope, and cross-sector participation. Last week, right after the Prowinter Show in Bolzano, the event by Atomic, Protect our Winters and the Winter Sports Sustainability Network brought together leading voices from across the winter sports ecosystem to align on clim
Altenmarkt, Austria – January, 2026 – Atomic expands its hybrid binding portfolio with the Shift² 16 MN, the next evolution of one of the most popular free-touring binding. Developed in close collaboration with the Atomic Freeride team, the Shift² 16 MN is designed for skiers who demand efficient uphill performance and uncompromising confidence on the descent.
Working closely with Atomic athlet
(Altenmarkt, Austria – January 2025) – Atomic is bringing racing heritage back to the slopes with the launch of the limited edition X9S Beta Race 10.26 – a modern high-performance ski inspired by the original model ridden by Austrian legend Hermann Maier. Blending retro design with contemporary race technology, the ski is a tribute to Maier’s legacy and a nod to Atomic’s roots in World Cup racing.
(December 3, 2025) – Building on last season’s sold-out success, Atomic and Arc’teryx return this month with an expanded Grottoflage Collection, a limited-edition collaboration that fuses precision engineering and bold design across skis, helmets, goggles, poles, and apparel.
For 2025, the collaboration introduces two completely new freeride setups: the Maverick 105 CTI Arc’teryx Edition, the a
(Bolzano, November 2025) – The international ski and winter sports industry will gather for the third edition of the Ski Industry Climate Summit, taking place January 13–15, 2026, at Fiera Bolzano in Italy, alongside the Pro Winter Show. As climate change continues to challenge winter sports, the industry’s commitment to transformative action has never been stronger. Brands, resorts, companies, an
Altenmarkt, Austria – November, 2025 –Leading ski equipment manufacturer Atomic just published a ski boot platform that delivers an in-depth resource on fit, features and performance. The intuitive online tool is designed to help skiers find the right ski boot in terms of all related factors. A Learn section addresses the fundamental knowledge needed to understand the uniqueness of foot shapes and
With innovative technologies, intelligent design, and a clear focus on performance, Atomic is once again setting new standards for Winter 2025/26. From high-performance skis and precision-engineered boots to advanced protection and fit systems, the latest product highlights combine functionality, comfort, and style for skiers across all disciplines.
ATOMIC Hawx Ultra 130 S Dual Boa ski boots –
(Altenmarkt, Austria, October 2025) Atomic is launching the Remedy 130, a ski boot designed for ambitious freeskiers looking for uncompromising power transmission, stability, and shock-absorbing performance in demanding freeski terrain. Backed by more than 60 years of World Cup experience and alpine racing success, the boot combines proven racing pedigree with the expertise of freeski athletes who
