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//Editor's Picks

Patrick Thorne

30 Jun 15

Peak Performance is new Freeride World Tour Sponsor

Patrick Thorne

30 Jun 15

(Freeride World Tour Chamonix 2015 Picture Credit J Bernard)

Peak Performance has been named the new skiwear sponsor of the Freeride World Tour (FWT).  

Founded by two skiers in Åre, Sweden in 1986, Peak Performance started as an organic process of creating personal gear with a cutting edge design philosophy marrying function with fashion. The brand quickly exploded, eclipsing expectations and becoming synonymous with life and culture: a special place where passion and a love of sports and nature intersect to drive product development and company culture. Today Peak Performance creates innovative products that span outdoor lifestyle needs while staying true to the authentic culture that is the foundation of the brand.

The Freeride World Tour shares this passion and authenticity. Founded in 1996 by Nicolas Hale-Woods (SUI), the first event was held on Verbier’s legendary Bec des Rosses and marked a radical departure from traditional snowboarding and skiing events. In the two decades since, the FWT has become the global tour for competitive freeride skiing and snowboarding, featuring the best athletes on the planet in some of the most challenging and beautiful mountains in the world. Despite this growth Verbier and the Bec remain the final stop on the tour, a touchstone to tradition and a testament to the visionary nature of that first competition.

“We are very proud to be part of the Freeride World Tour,” says Nicolas Warchalowski (SWE), CEO Peak Performance. “It has grown into an event of global importance, and it presents our core activity in the most thrilling and challenging way possible, in absolute stunning environments. You can easily follow the action, either on site or via live stream, and the way it is presented stimulates all the senses that come along with freeriding at this level. Peak Performance makes, and has always made, products aimed for this type of skiing, so now is the time to collaborate with a global sports event that has credibility and that offers great excitement. I very much look forward to the upcoming season!”

“Freeride World Tour (FWT) is proud to announce that Peak Performance is joining the FWT Partners group,” adds Nicolas Hale-Woods (SUI), General Manager of the FWT. “Peak Performance is one of the few core brands of our sport. Their brand, products and athletes have inspired generations of riders. Peak Performance is succeeding The North Face® as FWT outerwear and sportswear partner. I’d like to thank The North Face® for three years of excellent collaboration that enabled the Freeride World Tour to step-up the quality of events, webcasts and services for riders and fans around the world. We can’t wait for next winter!”