Alex Hackel joins Haglöfs as new brand ambassador

Swedish outdoor brand Haglöfs is proud to announce that professional skier Alex Hackel has joined the brand as its newest ambassador.

Known for redefining modern freeskiing through creativity, authenticity, and community-driven storytelling, Hackel represents a new generation of athletes who push boundaries both on and off the mountain. From X Games podiums and self-produced street ski films to an evolving focus on big mountain skiing, his approach reflects the spirit of Haglöfs: exploring without limits and challenging convention.

“Alex embodies what it means to be an ‘Outsider by Nature’,” says Victor Adler, Interim CMO at Haglöfs. “He moves beyond traditional competition formats and brings creativity, individuality, and purpose to everything he does. That mindset mirrors Haglöfs own heritage, rooted in Scandinavian nature and driven by innovation.”

Over the past years, Hackel has built a reputation not only as an elite ski athlete but also as a filmmaker and creative force within ski culture. His work emphasizes storytelling, progression, and a deep connection to the environments that shape his sport.

“For me, skiing has always been about freedom and expression,” says Hackel. “Haglöfs stands for doing things differently, respecting nature while pushing into new terrain. That resonates with how I approach skiing and life.”

As part of the partnership, Hackel will collaborate with Haglöfs on product development, storytelling projects, and global campaigns that highlight the brand’s commitment to performance, sustainability, and the raw experience of being outdoors.