Industry News
Swedish clothing manufacturer Peak Performance and the Freeride World Tour ‘FWT’ last week announced an extension of their long-standing partnership. Peak Performance will become the presenting partner of the FWT starting in 2024. The collaboration solidifies Peak Performance’s commitment to the freeride community. The Swedish company has sponsored the FWT for the last eight years.
The Freeride World Tour has expanded far beyond its humble origins to become an internationally known sports event and was recently acquired by the International Ski and Snowboard Federation’ FIS.’ The FWT is the leading freeride competition for skiers and snowboarders and tours through multiple countries worldwide, including Canada, Switzerland, and Japan. The events are broadcast live via streaming platforms and are watched annually by millions of viewers. The FWT has multiple competitive levels: Pro, Qualifier, Challenger, and Junior event series.
- Related: The International Ski and Snowboard Federation (FIS) Has Acquired the Freeride World Tour (FWT)
Peak Performance was founded in Åre, Sweden, in 1986, by two skiers who wanted hard-working ski gear that was less about extravagance and more about functionality. Peak Performance has been the official skiwear partner of the FWT since 2016, supplying products that combine progressive design and long-lasting performance to support winning athletes like World Champions Justine Dufour-Lapointe and Valentin Rainer. The company is spearheaded by CEO Sara Molnar, who won “Businesswoman of the Year” in 2020.
Peak Performance and the Freeride World Tour’s partnership has proven to be a success, going from strength to strength over the last eight years. The events will continue to be a platform to push the boundaries of the sport, and Peak Performance is committed to working more closely with the FWT organizers, the community, and the athletes at all levels to fuel the freeride spirit and inspire more people to share their common passion.
”We are extremely proud to partner with Peak Performance as our presenting sponsor. Peak Performance is an iconic brand, setting trends in the industry for years. Their passion for the sport is inspiring, and together, we are going to take competitive freeriding to the next level.”
– Nicolas Hale Woods, Freeride World Tour CEO
“The Freeride World Tour is where we belong. Freeskiing has been the core of our brand since we were founded in 1986. So, participating in and supporting the sport at this level comes naturally to us. The Freeride World Tour continues to grow, and with our shared values, we will strive to evolve and expand the competition even further, addressing topics such as sustainability, diversity & inclusion.”
– Sara Molnar, CEO Peak Performance
