Seattle-based K2-MDV Holdings, the parent company of all K2 Sports and MDV brands, including K2 Skis, K2 Snowboarding, Marker, Dalbello, Völkl, Ride Snowboards, Line Skis, Backcountry Access, Atlas Snow Shoe Co, Tubbs Snowshoes, Madshus and K2 Skates, announced that it has rebranded itself Elevate Outdoor Collective, effective immediately. The company will continue to be led by president and CEO John Colonna. According to the group, the name provides unity on the one hand, but on the other, it ensures that each brand has the freedom to thrive independently and maintain its unique spirit in the outdoor and winter sports markets.

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“Representing the largest collection of industry-leading winter sports and outdoor brands from around the world, we are thrilled for the synergy that comes with integrating under Elevate Outdoor Collective,” commented Colonna, who succeeded Christoph Bronder as group president last June. “Signifying the elevation we have gained as a company over the years, and the elevated experience overall we deliver, this is another step forward in evolving our best-in-class organization focused on the consumer.”

“Supporting the outstanding family of brands as they transition to their new name is truly exciting for us,” said Joe Lawler, chief executive officer and operating partner at Kohlberg & Company, the U.S. investment firm that acquired the group from Newell Brands in 2017 (except for Marmot, Zoot and Squadra, which either initially remained with Newell or were sold separately). “John has delivered strong growth since joining us in 2018, and, along with his talented team of leaders, we are even more excited about the future. Elevate Outdoor Collective will continue to focus on great brands for serious outdoor enthusiasts, engineered for performance and fun.”