K2-MDV Holdings announced effective immediately, Elevate Outdoor Collective is the new name for the parent company of all its brands, including K2 Skis, K2 Snowboarding, Marker, Dalbello, Völkl, RIDE Snowboards, LINE Skis, Backcountry Access, Atlas Snow Shoe Co., Tubbs Snowshoes, Madshus, and K2 Skates.
President and CEO, John Colonna will oversee the brand from its Seattle, WA global headquarters.
“Representing the largest collection of industry-leading winter sports and outdoor brands from around the world, we are thrilled for the synergy that comes with integrating under Elevate Outdoor Collective,” said Colonna. “Signifying the elevation we have gained as a company over the years and the elevated experience overall we deliver, this is another step forward in evolving our best in class organization focused on the consumer.”
“Supporting the outstanding family of brands as they transition to their new name is truly exciting for us,” said Joe Lawler, chairman of the board and operating partner at Kohlberg & Company. “John has delivered strong growth since joining us in 2018 and, along with his talented team of leaders, we are even more excited about the future. Elevate Outdoor Collective will continue to focus on great brands for serious outdoor enthusiasts, engineered for performance and fun.”
