New products : Atomic skis announces its first ever apparel line

Ogden, UT, Sep 27, 2013 -
The highly-anticipated expansion is built by skiers, for skiers and will launch in January, 2014

Building on its long-standing expertise in skiing, Atomic is proud to launch its first-ever line of ski apparel. The collection is built by skiers for skiers and is designed for the fast-growing world of progressive all-mountain skiing. The concept is inspired by elite freeskiing but is more accessible. In addition to keeping skiers warm and dry, Atomic apparel is engineered to actively help skiers enjoy a better all-round skiing experience by offering the best in mobility, comfort and style.

"This is a super exciting time for us at Atomic," says Atomic USA commercial and sales manager for apparel and gear, Ryan Hardy. "We are about to reveal the results of three years of development. It’s a fantastic skiwear collection and the next step in delivering our strategy—We are Skiing."

STORMFOLD – A REVOLUTIONARY INSIDE-OUT TAKE ON LAYERING

A highlight in the new Atomic apparel line is Stormfold technology, featured exclusively in the Cliffline Stormfold jacket. It’s a radical inside-out solution for the age-old problem of layering. The Cliffline Stormfold’s main jacket is a PrimaLoft®midlayer, while the jacket’s storm shell is tucked away into a back pocket that can be easily accessed in seconds as the conditions demand. Stormfold is the industry’s first-ever foldaway shell innovation

KEY BENEFITS OF THE RANGE

In addition to Stormfold technology, the Atomic range brings three significant benefits to skiers: ski fit, lightweight fabrics and climate control.

• Ski FitSince skiers move in a unique way, Atomic ski pants and jackets are carefully cut and shaped to match specific skiing positions. They give extra room and stretch in the important areas skiers need, like over the knees and around the shoulders. This enhances freedom of motion in crouching, bending and turning.
• Lightweight FabricsAtomic has been working closely with its partners, Pertex® and PrimaLoft®– combining fabrics to create a solution that is the lightest weight possible without sacrificing strength, durability and warmth.
• Climate ControlThe Atomic outerwear line addresses climate control by combining multi-layers, breathable fabrics and heat reflective materials in strategic areas. A clever take on venting, is realized with easy-to-reach vents at the front instead of under the arms. This results in an insulated top plus a convenient cooling option and free-flowing air on demand.

COMING WINTER 2014

Atomic will unveil its new skiwear at the SnowSports Industries America trade show in January 2014 in Denver, Colorado. It will then be immediately available for the 2014 winter season for selected retail partners in Austria, Czech Republic, Finland, France, Germany, Italy, Netherlands, Poland, Russia, Switzerland, UK and USA.

TESTED BY THE BEST OF THE BEST　

Freeski athlete Dana Flahr has played a big part in the development and testing of Atomic skiwear. Involved from the early stages, Flahr has been influential in determining the cut, materials and overall design, and has put the range through its paces on the steep spines of Alaska and club fields of New Zealand.  After joining Atomic in 2008, Flahr’s full-throttle skiing immediately impacted Atomic.　
"Being involved in Atomic’s product development on the ski and boot side of things, I am stoked to be working with Atomic on this exciting project and launching their skiwear.　I am super confident that we will be delivering everything that like-minded skiers need and I can’t wait to see where it goes from here," says Flahr.

A PASSION FOR PROGRESS
From the Redster Doubledeck, the fastest race ski in the world, to the Bent Chetler, the cult powder ski by Chris Benchetler, to Hawx, the most popular medium-fit boot worldwide, Atomic is driving progress in every ski discipline. This new skiwear range is the latest innovation to come from Altenmarkt.
To find out more about the bigger Atomic story and the brand’s passion for progress, visit http://www.atomic.com

By press release