Peak Performance, the Scandinavia-based performance apparel brand owned by Amer Sports, launched this week in the U.S. Along with Arc’teryx, the outdoor and ski wear brand is part of Amer’s Technical Apparel segment.

The company said the brand’s expansion into the U.S. builds on its recent growth in Canada, including opening a brand store in Vancouver in Fall 2023 to “showcase its pairing of progressive design with technical leadership.”

In the U.S., the brand is introducing its 2024 Ski Collection, a category where the company reported it is “well-known through its partnership with the Freeride World Tour.” The collection will be available through a new e-commerce platform.

“Known for seamlessly blending high-performance functionality with Scandinavian minimalist design, Peak Performance has earned a dedicated following across Europe and beyond,” the company said in a media release. “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 has deep roots in skiing, showcased by its presenting partnership with the Freeride World Tour (FWT) and the brand’s roster of athletes, including FWT champion Hedvig Wessel and two USA-born competitors, Alex Hackel and Svea Irving. With its launch in the U.S., Peak Performance said it is adding to its athlete roster and will continue to expand its team to support more riders and ambassadors in the U.S. 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.”

Images courtesy Peak Performance