In skiing, brands can’t die!

Before the Amer Sports Group sold itself to some Chinese investor, Ingrid Menet, a French entrepreneur, purchased the license for the Dynamic ski brand that was included into the Atomic portfolio.

Just like Jesus with Lazarus, she intends to resurrect the brand with its seminal “VR” branding that she says will be inspired by racing and speed skiing.

The skis will be made “by hand” in Italy as this country appears to have no robots on staff yet that are capable of making alpine skis. This is good news to the nostalgic skier and an extra headache for retailers who need a new ski brand on their rack just like another hole into their heads.

Best of luck Ingrid!