Atomic Honored with Doc DesRoches Award

DENVER (Jan. 30, 2016) – Atomic, a longtime U.S. Ski Team supplier has been recognized by the Team and SnowSports Industries America (SIA) for its support of the Team and the sport of ski racing. Atomic was presented with the Doc DesRoches Award, presented annual at the SIA Snow Show to a U.S. Ski Team supplier for its work in promotion of the sport.

Atomic was honored for its work with Mikaela Shiffrin, including career long athletic support and integration of Shiffrin as a global brand ambassador for Atomic, along with Austrian star Marcel Hirscher. Atomic has directly integrated Shiffrin into its global dealer promotions and consumer marketing.

Mikaela Shiffrin, a lifelong Atomic athlete and global brand ambassador, assisted in presenting the Doc DesRoches Award. (Getty Images)

The award is named in honor of Doc DesRoches, a long time industry leader who helped form SIA and led it for two decades. During that tenure he was instrumental in development of the U.S. Ski Team's fundraising efforts, including the formation of the New York Ski and Snowboard Ball.

“Atomic has been an integral part of my success my entire career,” said Olympic champion Mikaela Shiffrin, who was on hand for the presentation. “I remember when I was little and got my first skis for Christmas and they were Atomics. Every single point I scored, every podium and every win on the Audi FIS Ski World Cup, World Championships and Olympics in Sochi was won on Atomic skis. Atomic has a great team that gives me all the support I need to win races.”

The award was presented by U.S. Ski Team President and CEO Tiger Shaw, along with outgoing and incoming SIA President and CEOs David Ingemie and Nick Sargent, to Atomic CEO Wolfgang Mayrhofer.

Shiffrin addressed the crowd of trade show attendees and media, expressing joy that she was headed to her first ski outing since a December injury sidelined her from the Audi FIS Ski World Cup tour. She was planning to freeski at the Loveland Ski Area in Colorado that afternoon. She said her progress once back on snow would dictate her return, but that she hoped to be racing again this season.

HIGHLIGHTS

• One of the world’s leading ski brands, Atomic, was honored with presentation of the Doc DesRoches Award from the U.S. Ski and Snowboard Association (USSA) and SnowSports Industries America (SIA).
• SIA and the USSA have presented the award annually since 2004 to recognize a national team supplier for its work in marketing the Team and athletes.
• Atomic is the first supplier to receive the award twice, having won in 2005 for its work integrating U.S. Ski Team stars like Daron Rahlves and Bode Miller into a clever cartoon-based marketing campaign.
• The award is named in honor of Doc DesRoches, a long time industry leader who helped form SIA and led it for two decades. During that tenure he was instrumental in development of the U.S. Ski Team's fundraising efforts, including the formation of the New York Ski and Snowboard Ball.
• The award was presented at the Atomic trade show booth on January 30 at the SIA Snow Show in Denver.

QUOTES

Mikaela Shiffrin, Olympic Champion
Atomic has been an integral part of my success my entire career. Every single point I scored, every podium and every win on the Audi FIS Ski World Cup, World Championships and Olympics in Sochi was won on Atomic skis. Atomic has a great team that gives me all the support I need to win races.

Tiger Shaw, President and CEO, U.S. Ski and Snowboard Association
The U.S. Ski Team is honored to carry on Doc DesRoches name in presentation of this award to Atomic, one of our valued suppliers. Doc embodied the spirit of partnership that has helped support our athletes for many years, just as Atomic does in its support for athletes like Mikaela Shiffrin and its marketing integration to extend the public’s awareness of ski racing.

Michael Jaquet, Chief Marketing Officer, U.S. Ski and Snowboard Association
The support of companies like Atomic in developing our athletes like Mikaela Shiffrin into global stars shines a light on everything we are doing in America to promote the sport. As the exposure for alpine ski racing has grown in America the past few years through growth of television and live streaming exposure, it has given the U.S. Ski Team and Atomic an outstanding platform to reach our fans.

Wolfgang Mayrhofer, CEO, Atomic
Athletes have always been an integral part of the Atomic’s marketing worldwide. Mikaela Shiffrin, as well as Marcel Hirscher, are global brand ambassadors and icons of the Atomic brand. Mikaela’s success is a partnership between Atomic’s R and D engineers, her race rep Kim Erlandsson and her coaches. We’re proud to be the recipient of the Doc DesRoches Award from SIA and the U.S. Ski Team.

David Ingemie, President, SnowSports Industries America
This award really embodies what Doc DesRoche felt about supporting the U.S. Ski Team’s athletes. It’s an honor for SIA to continue to partner with the Team in recognizing the great work by SIA members like Atomic to continue to make it possible for skiers like Mikaela Shiffrin to achieve their goals.

Doc DesRoches Award Winners

2004 - Rossignol
2005 - Atomic
2006 - All U.S. Ski Team suppliers
2007 - Spyder Active Sports
2008 - Volkl, Marker, Tecnica
2009 - SmartWool
2010 - Under Armour
2011 - Head Skis
2012 - High Sierra
2013 - POC Sports USA
2014 - The North Face
2015 - GoPro
2016 - Atomic

About SIA
SnowSports Industries America (SIA) is the national not-for-profit, North American member-owned, trade association representing suppliers and service providers of snow sports products with constituents in the retailer, rep and resort communities. Annually producing the SIA Snow Show, the largest snow sports industry trade show, on-snow demo and networking environment globally, SIA delivers invaluable data/research reports including the Snow Sports Market Intelligence Reports, SnowSports RetailTRAKTM and Executive Market Summary. SIA also produces the Supplier Show, Sourcing Snow, at the SIA Snow Show; learn more at siasnowshow.com/sourcing. SIA is dedicated to growing the industry through consumer initiatives and websites, snowlink.com and wintertrails.org, marketing resources, services and collaborative programs to increase participation and move product. For more information, visit snowsports.org. SnowSports Industries America, 8377-B Greensboro Drive, McLean, VA 22102-3587 (Washington, DC Area). Phone: 703-556-9020, Fax: 703-821-8276, Email: SIAmail@snowsports.org.