70 Years of We Are Skiing - Atomic celebrates the Past and Future of Skiing in Saalbach

Saalbach, Austria, took center stage as the heart of skiing, uniting the world’s best athletes, a global audience, and electrifying competition at the FIS Alpine World Ski Championships 2025. Since the last World Championships in Saalbach in 1991, skiing has continued to evolve, captivating an ever-growing community of spectators and enthusiasts. As Atomic celebrates 70 years of its claim, We Are Skiing, the brand looks ahead to the next 70 — shaping the future by inspiring a new generation, advancing sustainability and climate responsibility, and upholding its legacy as a pioneer in crafting the finest ski equipment for unparalleled mountain experiences.

The legacy of Saalbach

The FIS Alpine World Ski Championships 2025 in Saalbach, Austria, transformed the region into a global skiing hub from February 4 to 16, 2025. Featuring 13 competitions and drawing approximately 600 athletes from around the world, the event welcomed around 170,000 fans and spectators. Saalbach previously hosted the Championships in 1991, an edition remembered for its sunny conditions and the rise of future skiing icons. The 2025 Championships not only honored this rich legacy but also highlighted the sport’s evolution and its lasting global appeal.

Anniversary of the largest ski manufacturer

During the event, Atomic celebrated its 70th anniversary while unveiling its refreshed brand identity and new products with a remarkable presence. With a dynamic footprint throughout the championships, Atomic welcomed thousands of fans to its bustling fanzone booth, where visitors engaged with the brand and experienced its latest innovations. The highly anticipated launch of the new Redster skis and boots was met with great enthusiasm, reinforcing Atomic’s reputation for performance-driven excellence. A dedicated brand showroom highlighted the company’s heritage and vision for the future, while more than 500 guests gathered at the exclusive Atomic Brand Hub at the Zwölferhaus Hotel to commemorate the milestone. This celebration not only honored the brand’s legacy but also underscored its commitment to shaping the future of skiing.

“Celebrating Atomic’s 70th anniversary made this World Championship in Saalbach truly special—and incredibly successful for us. Our athletes delivered outstanding performances on Redster skis, winning four gold, two silver, and one bronze medal. But more importantly, we had the opportunity to celebrate the sport of skiing with a global audience in an unforgettable atmosphere.” Said Wolfgang Mayrhofer, President of Atomic.

Atomic and the future of skiing

Founded in 1955 by Alois Rohrmoser in the Pongau region of Austria, Atomic has grown from a small family workshop in Wagrain to become the world’s leading ski equipment manufacturer. From its first ski models to revolutionary World Cup-technologies, Atomic has introduced countless groundbreaking products, like the iconic Atomic Beta Race skis and boots from the 1990s, which revolutionized performance and design. This success story is closely tied to an impressive roster of world-class athletes, including Mikaela Shiffrin and Hermann Maier, who have achieved outstanding victories with Atomic products. Today, Atomic operates one of the most advanced ski factories, located in Altenmarkt, just 5 km from its original founding site. The factory is surrounded by world-class skiing in all forms and is located at the center of Ski Amade, one of the largest ski resorts in Europe with 760 km of pistes.

Mikaela Shiffrin & Breezy Johnson

Youth and Talent Development: Juniors to Champions

The future of skiing lies in the next generation. Atomic’s commitment to youth development extends beyond competition, fostering a lifelong love for the sport and empowering young skiers to explore their potential. With its “Juniors to Champions” program, the brand supports young talent worldwide, providing aspiring athletes with top-tier equipment and expert coaching. While not a direct product of this program, athletes like Lucas Pinheiro Braathen exemplify a new generation of skiers who inspire with versatility, creativity, and a global mindset.

Lucas Pinheiro Braathen signing autographs

Maker DNA: Craftsmanship and Technological Precision

What sets Atomic apart is its unique combination of traditional craftsmanship and data-driven development. From concept to finished ski, every step of the process takes place at its Altenmarkt headquarters — a rare strength in today’s industry.

Atomic’s in-house research and development teams design technologies, build prototypes, and test them on-site. Precision and expertise are the foundation of every product. This blend of craftsmanship and technological advancement is deeply embedded in the brand’s DNA.

Ski tuning workshop

Sustainability and Impact

As a leading force in the ski industry, Atomic is committed to protecting the mountains and climate that are vital to the brand and the ski community. Through initiatives like the Ski Industry Climate Summit, founded by Atomic, the company sets new benchmarks for industry-wide collaboration. The goal is to define sustainable standards and drive eco-friendly innovations.

The company already meets high sustainability standards today, from energy-efficient production processes to reducing its environmental footprint across the supply chain. Its regularly published Impact Report highlights these achievements transparently, encouraging the entire industry to step up.