JAN 01, 2016
Freeskier Jossi Wells collaborated with Atomic and various artists to build a unique design template that will help consumers design their own individual ski in the Atomic Custom Studio.
THE KIWI ATOMIC ATHLETE
Competing as a ski racer until he was 15 years old, Jossi Wells started freeskiing early, and at the age of nine he already showed impressive tricks. Sometimes being referred to as an ‘enfant terrible’ in the freeskiing circus he keeps inspiring with both his skiing and his personal style.
Having such a great athlete and personality in our freeski team, we thought it would be a great opportunity to get the New Zealander involved in Atomic’s latest digital innovation – the Atomic Custom Studio. So we invited him to put his creativeness to a challenge.
GETTING JOSSI ON BOARD
In December 2015, Jossi Wells came to Austria to collaborate with other creative minds – a mixture of independent designers, photographers, skiers and artists – as well as Atomic staff to create a unique pool of design assets for Atomic skis. We wanted to get Jossi’s insights and personal style not only onto his very own pro model but we specifically looked at creating one-of-a-kind stickers and patterns that could be added to the Atomic Custom Studio – free to use for any amateur “ski designer” using Atomic’s new digital design platform.
It was an awesome experience exploring the details, colors and patterns which accompany great design and watching the exchange between all the creative masterminds that participated. The outcome was “wicked” (as Jossi would say) and all assets created in the workshop can now be used by everyone in the Atomic Custom Studio. So skiers will now have the possibility to put a little touch of Jossi on their own skis.
“It is pretty simple, and I think a lot of the time just less is more.”
JOSSI WELLS: FREESKIER – FREE THINKER
We had the chance to sit down with Jossi Wells after the workshop and talk to him about skiing, his inspiration and the process in developing his very own design templates:
“I skied since I was two years old. My parents worked up in a ski resort, so I grew up skiing. It has been a natural progression of learning how to ski and getting better and better. Then I found freeskiing and it was the creative kind of individualism which drew me to it. No one was telling me how to do it or how to do a trick, so it was up to me how I wanted to represent myself. This has been my journey in skiing and I haven’t looked back.
Personal inspiration comes a lot from minimal art and the kind of lifestyle I want to live, the type of clothing I like to wear. Very minimal, not too many logos and really cool kinds of different types of fabrics. Concrete, leather, silver, chrome, all very minimal but coming through subtly, this is where my style comes from. After going through the colorful phase when I was a teen, I now love black and white because it is simply timeless. I will be able to look back in 20 years and still think I had some pretty good style.
That’s kind of about it. It is pretty simple, and I think a lot of the time just less is more. That’s going to be my design input in what I’ve done.
And now all skiers can use the assets and incorporate them into their Atomic designs.”
THE ATOMIC CUSTOM STUDIO
Design your story, ride your skis and show off your personality on and off the snow – your personal Atomic skis are only a few clicks away.
The Atomic Custom Studio is actually available in the following countries: Austria, Germany, Switzerland, France, Italy and United Kingdom.
Find more information about the Atomic Custom Studio on: www.atomic.com/customstudio