ÅRE, Sweden (September 24 , 2024) — Peak Performance, the renowned apparel brand celebrated for innovative outdoor and ski wear, launched this week in the United States market. The expansion into the U.S. builds on recent growth in Canada, including the opening of a brand store in Vancouver in Fall 2023 to showcase its pairing of progressive design with technical leadership.
In the U.S., the Scandinavia-based brand will introduce its cutting-edge 2024 Ski Collection, a category where it is well-known through its partnership with the Freeride World Tour. The collection will be available through a newly established e-commerce platform, offering American consumers access to high-performance gear designed for both adventure and style.
Known for seamlessly blending high-performance functionality with Scandinavian minimalist design, Peak Performance has earned a dedicated following across Europe and beyond. Founded by skiers in the mountain town of Åre, Sweden in 1986, the brand was born out of a desire to create apparel that could meet the rigorous demands of extreme weather conditions while offering more stylish, progressive aesthetics. Over the years, Peak Performance has evolved into a versatile lifestyle brand, delivering innovative gear not only for skiing but also for a wide range of outdoor sports such as hiking, mountain biking, and golf, as well as for everyday urban wear.
Peak Performance takes great pride in its deep roots in skiing, showcased by its presenting partnership with the Freeride World Tour (FWT), and the brand’s impressive roster of riders that includes FWT champion Hedvig Wessel, as well as two USA-born Alex Hackel and Svea Irving. With its launch in the U.S., Peak Performance is adding to its roster, and will continue to expand its team to support more riders and ambassadors in the US and gain further insights into the North American market.
“The USA’s global influence within fashion and style, alongside a growing community of new outdoor adventure seekers, makes it an ideal destination for Peak Performance,” said Sara Molnar, CEO of Peak Performance. “We couldn’t be more excited to finally offer North American skiers the chance to shop Peak Performance online. This marks a significant next step in our ongoing efforts to bring Peak Performance to the North American consumer, and we look forward to sharing more updates in the near future.”
Along with performance, innovation, and style, Peak Performance remains deeply committed to sustainability. The company develops and incorporates eco-friendly materials and production practices in many of its products, ensuring that consumers can enjoy premium apparel while also making environmentally conscious choices. With a growing demand for premium, versatile apparel that seamlessly blends outdoor performance with urban style, Peak Performance is positioning itself to growing numbers of outdoor consumers with a bold, progressive assortment.
To learn more about Peak Performance and the FW24 collection, please visit: https://www.peakperformance.com/us
About Peak Performance
Born in the Swedish mountains out of a love for skiing in remote, untouched terrain, Peak Performance’s passion for adventure and nature runs deep. Our purpose is simple: we bring the freeride spirit to the world. As for our products, they embody the same purpose — to empower the freedom for adventure to create your own line. Whether horizontally or vertically, on skis, by bike, or on foot, Peak products meet at the intersection of style and performance. Our Scandinavian heritage is ever present and our commitment to doing better things, in a better way, is our adventure. For more information, please visit www.peakperformance.com.
Media Contact
Charlotte Courville
617-515-5121
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