South America’s first Winter Olympic medalist extends his partnership with Atomic through 2030. At its core: a working relationship that goes far beyond the logo on his skis – right down to the development of his race equipment.
Altenmarkt im Pongau, 20 October 2026 – When Lucas Pinheiro Braathen crossed the finish line in Bormio on 14 February 2026, he did so on skis he had helped to develop:
Altenmarkt, Austria — October 19th, 2026
Atomic today announced that Wolfgang Mayrhofer will retire as President at theend of 2026, concluding a career of more than four decades with the brand. Hewill be succeeded by Michael Absmaier, currently Atomic’s CFO & VP BusinessDevelopment, effective January 1, 2027. Anssi Lampinen is appointed Atomic’snew CFO. Mayrhofer will continue to advis
For decades, skiers have accepted a tradeoff: easy-entry boots sacrifice performance, while high-performance boots can be difficult to get on and off. With the all-new Nexus, Atomic eliminates thatcompromise through an entirely new boot construction that delivers intuitive performance withoutsacrificing convenience.
Designed for progressive on-piste and all-mountain skiers, Nexus rethinks
13 athletes, 28 Crystal Globes and six Olympic gold medals: At its 2026 Media Day, Atomic brought its World Cup team together at its Altenmarkt headquarters, right next to where its racing skis are developed and made, just two weeks before the season opener in Sölden.
Altenmarkt im Pongau, October 8, 2026 – This year, the road to Sölden starts in Altenmarkt. Atomic welcomed more than 60 journal
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
