A new chapter for Atomic: the Austrian ski brand expands beyond equipment with its first complete ski apparel collection, merging technical expertise from its racing division with modern design.
Atomic has taken a major step in its brand development by launching its first complete ski apparel collection for Winter 2025/26. The Austrian ski specialist presented the new range at an exclusive event in Salzburg, marking its entry into the apparel segment with a clear focus on performance, functionality and style.
Developed in the Austrian Alps together with the Atomic Race Service team and professional athletes, the new collection combines technical precision with contemporary design. It includes the Redster and Revent lines, each addressing different skier profiles – from performance-focused athletes to all-mountain enthusiasts.
Atomic intends to strengthen its brand ecosystem
The launch reflects a broader industry trend: ski and outdoor brands increasingly seek to diversify their product portfolios and strengthen brand ecosystems through apparel. For Atomic, it’s also a logical extension of its existing expertise in materials and motion analysis from its hardware division.
At the Salzburg event, Atomic introduced its approach to apparel development through interactive installations and athlete input, underlining its ambition to become a full-service brand for skiers. The garments are designed with sustainability in mind, using PFC-free materials and recycled insulation, and will be available both in-store and online at atomic.com.
Atomic collection shall gap ”high-end performance and everyday usability”
According to Atomic, the new collection aims to “bridge the gap between high-end performance and everyday usability,” offering functional mountain wear that works on and off the slopes.
With this launch, Atomic joins other established equipment brands such as Head and Rossignol that have integrated apparel as a key part of their brand experience – a move that also supports stronger visibility in retail environments.
