SpinCapital, the Munich-based owner the ABS since 2017, is reinventing the well-known avalanche airbag brand founded in 1985 with a new strategy, a new brand identity, new products, a digital offensive and stronger trade marketing.The founder of SpinCapital and chief executive of ABS, Stefan Mohr, is responsible for the newly formed “Home of Adventure,” which also includes the sustainable clothing brand Pyua, the brand of sustainable sports clothing acquired in 2018, and the Freeride Film Festival, bought in 2019. In the future, ABS’ product design will be more distinctive, more functional and, above all, uniform. The strategy applies to new products such as the A.Cross, a backpack for day and evening on-piste ski touring without avalanche airbags. Its big brother, the A.Light, is the variable avalanche backpack with the proven airbag system and new and innovative safety features. A new safety set called A.Ssure consists of an aluminum shovel and probe which can be folded to fit with a first aid kit and not use up unnecessary space in the backpack. Also new is A.Way, a free smartphone app, available from October, with tour planner, avalanche know-how, weather and snow reports, tutorial videos and much more. Using the newly available ABS Beacons, with small bluetooth transmitters attached to the equipment, the app checks whether everything is on board for the tour and locates skis lost in the deep snow. With the new website www.abs-airbag.com, ABS is consistently moving away from pure product presentation to comprehensive services for winter sports enthusiasts. With the digital Protection Hub portal, ABS proactively communicates topics on safety and avalanche knowledge, for example with how-to videos. Furthermore, ABS will support its retail partners with many new promotions – from POS packages and a shop-in-shop systems to exclusive Freeride Film Festival film screenings for retailers and regular customers.