Atomic has hired freeskier and artist, Chris Benchetler, as creative director, Freeride and Freeski. In this role, he is responsible for visuals, creative and design for the brand’s global freeride and freeski products.
The announcement comes following the launch of the company’s Bent Family freeride and freestyle skis, which have evolved every season since Benchetler’s first signature ski was developed 14 years ago.
“Historically, a Creative Director determines the creative vision for a brand or project. Luckily, in my case, Atomic has been a family that has helped me to manifest my vision. The Bent skis owe their existence to a combined effort featuring athletes, designers, product developers, engineers, marketing, and brand teams. My skis have maintained a cohesive look and feel as my unified creative vision has aligned a wide range of people who have offered valuable input,” said Benchetler.
“Chris’ creativity has been alluring freeskiers to Atomic for well over a decade, and the latest iteration of Bent skis are even further proof that Chris continues to bring creative ideas of innovation and imagination to the mountain,” said James Fairbanks, global marketing director, Atomic. “We’re excited to work with Chris as we center in on our mission to develop and build the world’s finest freeskiing products.”
“This new role shouldn’t look much different to the past 14 years of design and product development, but I couldn’t be more honored, humbled and excited to take on this role and with it a larger voice in the brand. My goal has always been to make my work with Atomic an authentic extension of my values as an artist and skier and my plan is to continue ensuring that the visuals, creative, design, and messaging are on point and always evolving,” Benchetler added.
