jan 31, 2013

FROM LEADER OF THE RACING PACK TO ALL-ROUND DOMINATOR: ATOMIC SWEEPS UP THREE ISPO AWARDS

Alpine racing winner, cross-country winner, freeride/touring winner: at ISPO 2013 in Munich, Atomic is to receive Europe's most coveted sporting goods award in the various ski categories.

Alpine or Nordic, piste or backcountry, development or marketing: when it comes to skiing, Atomic can always be counted on to come up with the cleverest, most innovative, the best ideas – an opinion shared at the very least by the 57 members of the ISPO jury from 14 countries and three continents who will be handing out the coveted awards at Europe's biggest sporting goods trade show.

In 2013 Atomic is the recipient of no fewer than three ISPO AWARDS:
In the booming freeride/touring boots category, the revolutionary Waymaker Tour 110 ski boot has been recognized. The judges' favorite is an ultra-direct performance boot on the downhill and a flexible lightweight boot on the ascent, setting new standards in backcountry touring. Not only is it a winner with the ISPO judges, it's also a favorite with freeride pro Daron Rahlves.

In the Nordic category the super-lightweight Race Skate boot takes top honors: this torsionally stiff training and competition boot brings Boa Lacing technology to cross-country skiing – a real innovation which the judges believe deserves another product award, this time in the "Nordic" category.

The jury also lauded the marketing concept which accompanied the introduction of the new "Marcel Hirscher Icon Series". This was the first time a World Cup skier competed using equipment he actively helped design from the get-go, while at the same time fans also got the chance to emulate their hero using identical equipment. The series has quickly become a must-have among fans – with gear flying off the shelves this winter.

"We're proud that the ISPO AWARDS clearly show the direction of our development," says Atomic CEO Wolfgang Mayrhofer. "Atomic demonstrates leadership in all areas of skiing – racing, touring, on- and off-piste, Alpine and Nordic. For us, the ISPO AWARDS are an acknowledgment of this accomplishment – and for consumers they are an indication of which brand they should trust in."