Atomic enters ski apparel market with alpine collection targeting premium performance segment

Atomic’s new apparel division will debut with an alpine ski collection in winter 2025/26, followed by freeride and ski-touring lines in fall/winter 2026/27. What may at first seem like an audacious move in a challenging retail environment reveals itself to be a long-term strategic decision to engage the brand’s community holistically and expand the company’s presence in the winter sports landscape.

SGI Europe: With apparel, Atomic is implementing its largest portfolio expansion in decades. The launch takes place in a demanding retail environment. How have specialty retailers in your core markets responded to the initial Atomic apparel collection, particularly in light of current market pressures?

Christian Grath: Feedback from specialty retailers has been exceptionally positive and encouraging. They value the collection’s clear design language and focused positioning. Despite the challenging market environment, we experience strong trust in the brand, and retailers view this launch as a long-term and credible extension of the Atomic portfolio.

The DACH region remains one of the most competitive winter sports markets, marked by cautious ordering, restrained consumer spending and increasingly volatile winters. Would this move into apparel be possible without strong corporate backing? Is this a step you would take as a startup today, or does it require an established brand like Atomic?

Entering the ski apparel market under current conditions would certainly be challenging for a startup. Our strong brand reputation, long-standing partnerships and deep market understanding clearly give us a strategic advantage. At the same time, we operate with the mindset and agility of a startup – focused, fast and close to the consumer. Our goal is to continue strengthening our foundation in our European core markets while also laying the groundwork for future international expansion.

In apparel, Atomic now competes with highly specialized performance brands as well as heritage labels, some even within your own corporate family. Which strategic gap does Atomic Apparel aim to close, and what do you expect from the market?

With apparel, we close a strategic gap between technical performance and authentic ski lifestyle. Our goal is to create apparel that blends function, design and credibility on the mountain – designed by skiers for skiers. We see significant potential for a brand that develops products year-round with a strong performance focus for committed winter athletes. We aim to capture a meaningful share of the premium ski apparel segment and anchor Atomic more holistically in the minds of consumers.

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The Revent 2L Insulated line delivers reliable performance and a clean, modern look for all-mountain skiers.

Source: Atomic

The Atomic ski apparel line combines weather protection with maximum freedom of movement.

Source: Atomic | Blanchard

The Atomic Redster 3L Insulated Jacket and Pant were developed with the brand’s Race Service Team for top on-piste performance.

Source: Atomic | Silvano Zeiter

The Snowcloud Puff Jacket blends alpine function and streetwear style with Thermore® EcoDown 2.0 insulation.

Source: Atomic

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Many premium brands are expanding via direct-to-consumer concepts and experiential retail. What role will concept stores, omnichannel strategies and diversification play in Atomic’s growth plans?

Our strategy is geared toward delivering a consistent consumer experience across all channels – together with selected partners who share our values. We focus on the Atomic consumer: passionate skiers who expect uncompromising performance and style. Our vision goes beyond skiing itself. Atomic is evolving into a comprehensive winter brand that connects alpine culture and innovation.

How does Atomic define performance today, and what strategic path will the brand follow?

For Atomic, performance is more than technical excellence. It’s the balance of functional support, versatility and sustainability. Our products are designed not only to deliver on race day but also to perform on everyday use on the mountain. Our ambition is to accompany our core consumers not only on slopes, but wherever their alpine lifestyle takes them, through products, services and experiences that combine innovation with mountain culture.