Atlas Snowshoe Company received the American Alpine Institute's 2003 “Guides Choice” Award for both its men's and women's snowshoes, earning a prestigious distinction amongst some of the world's most accomplished alpine guides, skiers, climbers and mountain educators. For the first time, however, the AAI included the Atlas Elektra, the first women's specific snowshoes, to its award list. Atlas snowshoes have been acknowledged by the AAI for eight consecutive years, specifically for its men's 10 Series of snowshoe products. The official presentation of the awards will take place August 15, 2003 at the Outdoor Retailer Summer Market in Salt Lake City, Utah.