Marcel Hirscher’s new ski brand

I was a bit surprised when I heard in 2021, that the great champion Hirscher he was launching Van Deer, his own ski brand. He began marketing the skis for the 2021/22 season, offering a full line of alpine skis: From FIS-worthy, to piste, touring and powder. 

The Van Deer skis are developed and manufactured in Stuhlfelden, near Salzburg, Austria, at the Augment “boutique” ski factory. The facility was allegedly chosen for its know-how and equipment. 

Marce Hirscher says: "It became clear from my first visit, that I had found the right partner to build my skis. The ‘Made in Austria’ label is very important to me. Austria’s Augment ski factory with its ski building expertise and their state-of-the-art equipment is perfectly equipped to turn my vision for a new generation of skis a reality” 

Handcrafted in limited quantity the skis are built to the highest quality standards, using some of the best components sourced locally. According to the company’s sales pitch, “Van Deer skis are providing a universal racing access to everyone, from junior racers to World Cup skiers” 

Still, according to the company, "The skis are built the same whether they come in junior or adult lengths, so that junior skiers get a definite head-start. All skis are meticulously hand-finished and tuned, as they are in a typical FIS World Cup Race Room, before they get shipped out, with the very same finishing that hoisted Marcel Hirscher to the pinnacle of ski racing."

Let’s hope that these new skis work miracle for Henrik Kristoffersen, as he is now switching from Rossignol to Van Deer this next winter season. “I’m very happy to be a part of the Van Deer project. It’s a great opportunity to take things to a new level. Ultimately, gear is the most important thing to go fast and win races. With the new Van Deer skis, that will be possible,” said the 27-year-old Norwegian champion who is a dedicated athlete and among the best technical skiers at the moment. 

Both Kristoffersen and Hirscher have been sponsored by Red Bull, and Toni Giger, who has worked for the Austrian ski federation for many years, has recently taken a job with the beverage company and will also oversee the Van Deer ski project. 

This entire story reminds me of an ironic saying that I’ve heard all along my ski industry career: “How do you make a small fortune in the ski business? You start with a big one!”