Inside Atomic, Part 1

Inside Atomic, Part 1

Gear News, Newsfeed
...Mere five years ago it felt like Atomic is phasing out its involvement in Nordic ski racing. With only one medal in cross skiing competitions in Sochi 2014 ( Claudia Nystad's bronze in 4 X 5k relay) it certainly felt like hey-days of the 1980- early 90s when Atomic was among the leaders on the international circuit are over. Not that anybody would be shocked. Since 1994 Atomic GmbH is fully owned by Amer Sports Group that already has one strong ski-related brand in its portfolio - the Annecy-based Salomon. Atomic was doing ( still does) fantastic podium-wise in crucial Alpine ski segment while Salomon steadily expanded from being leading ski boots producer to becoming top-flight xcski and apparel maker. In situation like that any business consultant would recommend folding…
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