Peak Performance Enters US Market With Freeride Focus

All Image: Courtesy of Peak Preformance

Throughout Europe, renowned Swedish apparel brand, Peak Performance, has become synonymous with the freeride scene. Founded in 1986 by passionate and professional freeride skiers in Åre, Sweden, the brand lives up to what its name suggests: Performance. Its founders were searching for products that could truly stand up to demanding days in the mountains. That founding mindset—trust in your equipment, respect for the mountain and progression through experience—continues to guide the brand 40 years later, under the new leadership of Stefano Saccone. 

Last spring, Saccone was appointed CEO of Peak Performance and named a member of the Global Leadership Team at the brand’s parent company, Amer Sports. He brings an impressive track record that includes stints as CEO of Woolrich and management positions at Nike, Vans, and luxury fashion labels including Ralph Lauren and Zegna. His commitment to brand values and his ability to drive consumer experiences are a natural fit as Peak Performance expands globally, particularly into the North American market

Although he was born and raised on the East Coast of the U.S., Saccone has ties to Europe’s alpine culture and a deep reverence for the outdoors. “I was very fortunate to spend a few weeks every summer and winter with my Italian family in northern Italy, not too far from the Swiss border,” he shared. “Summers always included long hikes in the Alps and winters meant alpine and cross-country skiing. There’s something about being on the mountain, especially on a bluebird day, that is unlike any other environment in the world.”

Embracing the Brand’s Roots 

In the increasingly crowded outdoor retail apparel space, it’s tougher than ever to stand apart and earn customer loyalty. Within the Amer Sports portfolio, Arc’teryx was born in mountaineering and Armada in freestyle/park skiing. Peak Performance distinguishes itself through its freeride heritage and Swedish design ethos, as well as its customer base, which is split 50/50 between women and men—an anomaly in outdoor retail and particularly in skiing.

A partner of the Freeride World Tour since 2016, and the presenting partner since 2024, the brand has worked closely with athletes who exemplify both performance and style on the mountain. There is arguably no better proving ground for Peak Performance’s products. “Athletes competing at this level rely completely on their equipment to perform in the most demanding environments imaginable and our involvement allows us to test, validate and refine our ski products under real-world pressure,” said Saccone.

To build a credible, long-term position beyond the outdoor sector and into the broader performance and lifestyle market, Saccone plans to stay laser-focused on the brand’s DNA. “Sweden has produced some of the world’s most influential, design-driven companies, and Peak Performance is no exception, built on a foundation of functionality, minimalism and performance,” said Saccone. “From testing products in real mountain environments to embracing a clean, uncomplicated design language, Sweden’s influence runs through every aspect of the brand.” Timeless Swedish design, exciting colors, and clearly defined, activity-based functionality will remain unwavering pillars as Peak Performance grows.

Breaking into North America

Whether blazing down a European groomer or reveling at one the continent’s iconic après institutions, Peak’s popularity across the pond means that its logo is likely emblazoned on at least a few skiers nearby. Now, it’s slowly being introduced to the North American market in hopes of gaining the same traction. In fall of 2025, the brand made its U.S. debut, announcing an exclusive retail partnership with outdoor retail stalwart, REI. “Introducing Peak Performance through REI allows us to connect with true outdoor enthusiasts while we continue to build our North American community, and we’ve already seen a strong, positive response,” said Saccone. 

While a strong contingent of industry insiders and consumers have responded to the expansion by saying, “It’s about time,” another segment of the market is being introduced to Peak Performance for the first time. With that duality in mind, Saccone’s long-term strategy has intentionally focused on taking the brand mountainside and into storied ski retailers that have long been connected to the European ski landscape and freeride culture. “This measured, mountains-first approach allows us to meet with our core customer while ensuring Peak Performance shows up in environments that reflect our heritage and long-term ambitions in North America,” he said.

Committed to sustainability 

Sustainability isn’t a corporate responsibility at Peak Performance, it reflects the brand’s core belief that exceptional products should endure, that business success and environmental stewardship are inseparable and that true sustainability requires embedding these principles into everything the brand does. “When I joined Peak Performance, I was struck by the depth of our commitment to responsible business practices,” said Saccone. Many outdoor apparel brands tout their longevity. Peak Performance’s timeless design and durability ensure its products circulate far beyond one season. They’re meant to be passed down through generations. The ultimate testament to this philosophy is that one of the brand’s athletes competed in a Peak Performance jacket in 2024 that was thirty years old—10 years older than the athlete. 

Leaning into inspiring storytelling

While Peak Performance may seem on the opposite end of a brand spectrum from Ralph Lauren or Zegna, Saccone believes there are many similarities related to brand authenticity, credibility and desirability.  “At Peak Performance, we spend a lot of time considering how our products, athletes and broader community inform, contribute to and amplify our brand,” he said. “Luxury brands have proven very successful in building desirability through compelling and authentic storytelling, and I think outdoor brands can learn from and be inspired by them.”

Since Peak Performance’s inception, athletes have been at the heart of the brand. Team members, known as Peak Performance “friends,” are selected not only for their skill and achievements, but for their character, adventurous spirit and genuine passion for the mountains. “For us, it’s not just a sponsorship,” said Saccone. “It’s a long-term relationship built on trust, shared purpose and mutual respect.” The brand keeps its team small—currently under 20—so it can genuinely support the athletes and contribute meaningfully to their professional journeys, both on and off the mountain. 

That means celebrating and supporting more personal storylines and projects, like Anni Kärävä’s Solina Sessions, which mentors women in freestyle skiing, and Hedvig Wessel’s Sister Summit, a freeride workshop series designed to empower women in the mountains. As the sport continues to grow, we’re especially excited to see freeride athletes gain the broader recognition they deserve, said Saccone.