ATOMIC: Passion, Innovation and Performance since 1955

An Atomic ski comprises up to 300 individual components: those made of materials such as wood, carbon, magnesium and titanium. And those made of less tangible materials. These are the ones which make every Atomic product something special: skis as well as bindings, ski boots, sticks and helmets.  

Every ATOMIC product is embroiled with the passion with which all ATOMIC employees live and breathe the sport – as active skiers on the piste or working at the factory itself. Every Atomic product symbolizes the drive to improve on the tried and tested every day with innovative designs. And every Atomic product embodies the spirit of the Alpine Ski World Cup's most successful brand. In 2009-10 alone Atomic athletes racked up 20 World Cup wins and collected seven Olympic Medals. Having dominated the season, the team secured Atomic's 16th Alpine Brand Ranking World Cup as well as Brand Ranking victories in all five of the men's disciplines.  

The overall World Cup winner in 2009-10 was also equipped with Atomic skis: Carlos Janka was the star of the season, with Atomic team-mate Benni Raich finishing second. The best brand team around at the moment also included: Erik Guay, John Kucera, Daniel Albrecht, Natko Zrncic-Dim, Marlies Schild, Lara Gut, Kathrin Zettel and many other top athletes.

But it's not just the Alpine ski stars who enjoy the superiority of Atomic products. World-class freeskier Chris Benchetler, for instance, collaborated with Atomic specialists on his own Atomic model – a backcountry ski with revolutionary skiing characteristics. Atomic skier Jossi Wells was crowned Overall AFP Champion, while team-mate Andreas Håtveit took overall Slopestyle honors. Atomic athletes also have the edge in the Nordic disciplines: Atomic's Nordic stars picked up no fewer than 21 medals in Vancouver, including three Golds. Podium finishers included Bill Demong (first Nordic Combined Gold Medal for US) and double medalists Claudia Nystad (Gold in team sprint and Silver in relay), Anna Haag (Silver in double pursuit and team sprint) and Christoph Sumann (Silver in pursuit and relay).  

Atomic is based in Altenmarkt in the Pongau region of Salzburg province, right in the heart of the Alps. Each new development can be tested on some of the world's most challenging pistes and cross-country ski runs 365 days a year – within a stone's throw of the factory. These are the conditions which enable Atomic to continually revolutionize the sport: with the second generation of the Doubledeck, which can automatically adapt the flex line or flex line and radius to the relevant conditions; with the Featherlight, the lightest ski at the Nordic World Cup; and the Live Fit, the first ski boot in the world capable of automatically adapting to the shape of the foot through every turn.  

The secret to Atomic's success lies in over 50 years of experience in skiing. The company dates back to 1955, when Alois Rohrmoser and four colleagues constructed the first skis. In 1989 Atomic became the first one-stop supplier for skis, bindings, boots and sticks. Atomic has been part of the Amer Sports Group since 1994 and is now a technological market leader in terms of both its environmentally friendly production methods and its innovative products.