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INNOVATION

SHAPE THE THINGS TO COME

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The Thrill Of The Hunt

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You could say Marco Odermatt was born to ski. Hailing from the Nidwalden region of the Swiss Alps––an area steeped in ski culture and history­­––he grew up in a family of skiers.
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Craig Murray - It’s all in the details

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In skiing and life, Craig Murray carves an inventive line. He is a modern-day shapeshifter who is down-to-earth while also ambitiously visionary. As a ski film luminary, a Freeride World Tour medalist and World Cup mountain bike racer, and a dedicated advocate for making skiing more accessible and inclusive, Craig operates in global and local spaces all at once. The pursuit of his dreams has t...
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Eager to Learn

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Learning is a constant process. We are eager to learn without being aware of it. As kids, we figure out how to walk, the opening times for the supermarket, and approximately when the sun sets. We learn from those wiser than us. We make mistakes, learn from them, and grow.

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Ready for Anything in Riksgränsen

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In skiing, conditions are constantly changing. Temperatures rise and fall, snow melts and refreezes, the wind blows, and the light fades. So there's no better place to be tested by extreme conditions than Riksgränsen, a mountainous wilderness in the heart of the Swedish Arctic. It's where dark winter days contrast with bright summer nights, and the snow lasts from September through June.   ...
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Mai Ikuzawa - Break With Convention

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With an international upbringing swathed over a diverse background in motor racing, mountain culture and a cosmopolitan urban life, Mai Ikuzawa is that force, exuding a vision that naturally emanates from her heritage and DNA.
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Great Heights: The making of the Hedvig Wessel collection

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Throughout Hedvig Wessel's life, the mountains have always been her guide. They are her internal compass, directing her path in skiing and beyond. Hedvig’s love for the mountains shaped her into a six-time Norwegian mogul champion and sent her on her way to become a dominant force in big mountain skiing.
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Evolution in action

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Progression and change are a constant on the Freeride World Tour. But this year, that was more evident than ever.
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Home is where the heart is

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Whether it is a run from top to bottom at the local ski hill or a road trip to the tallest mountain on the horizon; to earn the reward, you have to be willing to put in the work.
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The Classic Question

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Who, or what, defines a classic is a source of great curiosity. And has been the subject of everything from heated family discussions around the dinner table to deep philosophical debates with scholars from the finest institutions of the world. It is, of course, a matter of great subjectivity. Is it even possible to define? What is a classic to one person is often seen in a wholly diffe...
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Pioneer spirit

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Jeremy Jones has been a bright star on the snowboarding scene for more than 20 years. As a true pioneer of the sport, leading the way with a new way of accessing the mountains with snowboards and working with mother nature, today he’s more relevant than ever. Thirteen years after he founded Protect Our Winters, the ten-time Big Mountain Rider of the Year is more aware than ever of his advocacy...

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