Atomic Appoints Chris Benchetler to Creative Director of Freeride and Freeski

January 18, 2022

Freeski legend takes creative reigns as signature ski now becomes an entire collection

Atomic today has announced the appointment of long-time athlete, freeskier and artist, Chris Benchetler, as its new Creative Director of Freeride and Freeski. In his new official role, Benchetler will be responsible for the visuals, creative and design for Atomic’s global freeride and freeski product categories.

The announcement comes on the heels of the launch of Atomic’s new Bent Family of freeride and freestyle skis, which have progressively evolved every season since Benchetler’s first signature ski 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’s creativity has been alluring freekiers 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 for 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.

ABOUT ATOMIC

Headquartered in Altenmarkt, Austria, Atomic is the largest ski manufacturer in the world. In the heart of the Alps, the company has been developing and producing technologies for alpine, racing, ski touring, and cross-country skiing for more than 60 years. ATOMIC Austria GmbH is part of the Amer Group and employs around 750 people. As a market leader in quality and technological innovation, the company sells its products worldwide in 49 countries. With its passion for skiing, the brand aims to create a better experience for skiers of all skill levels. For more information visit ATOMIC.COM

MEDIA CONTACT:

Chris Denny / 435.655.1609 / chris@dennyink.com