Industry News
U.S. ski racing star Mikaela Shiffrin has arrived in the Southern Hemisphere to fine-tune her Atomic ski equipment ahead of the 2025-26 World Cup season. Leading into an Olympic season, the upcoming winter is certainly one of great anticipation for fans and pressure for athletes. Shiffrin shared happy snaps from her on-snow summer training camp at El Colorado, Chile, posting a couple of videos of snowmobiles laden with dozens of Atomic skis on the slopes of the resort.
Shiffrin, the most decorated alpine ski racer in World Cup history, is using the camp to optimize her ski setup with the help of her long-time Atomic service team, Robert Bürgler (technical disciplines) and Lukas Rottinger (speed disciplines).
Shiffrin shared impressions and snapshots from the camp on social media, showing the high-altitude slopes above Santiago serving as a testing ground for equipment adjustments. “Snowy Silly already on day 1,” the Atomic athlete wrote on her Instagram account, sharing happy snaps with the Atomic technicians.
Atomic has been Shiffrin’s lifelong equipment partner and plays a key role in the pre-season preparation. Founded in 1955, the Austrian ski manufacturer has grown into the largest producer of skis worldwide, with over 400,000 pairs produced annually at its Altenmarkt headquarters south of Salzburg. The company emphasizes innovation and athlete collaboration, with its in-house “superhub” uniting research, development, engineering, and production under one roof.
- Related: Mikaela Shiffrin Shares Honest Recount of her Struggles with PTSD Following Killington, VT, Crash
For Atomic, Shiffrin may be just one of many sponsored athletes but she is certainly the most lucrative one. With 101 World Cup victories to her name, which aspiring athlete would not lean towards purchasing an Atomic ski if thats what the GOAT skis Other famous Atomic athletes include Aleksander Aamodt Kilde, Sofia Goggia, Zrinka Ljutic, and Marco Schwarz.
Meanwhile, Lindsey Vonn and Paula Moltzan have been spotted training in New Zealand. With only 55 days left until the season opener at Sölden, Austria, training for the upcoming season is picking up after the summer break.
