„Mikaela Shiffrin skiing on her red Atomic skis.“ That is the view everybody knows from World Cup slopes. And this image should not change.
According to web Neveitalia (article in Italian), Shiffrin and Atomic prolonged their cooperation until the end of the 2022 season. That means two more seasons (2020/2021 and 2021/2022) for Atomic and Shiffrin. Except for the classic World Cup competitions, the next two seasons will include Cortina D’Ampezzo World Championship in 2021 (however, there are talks about the possible move of World Champs to later date) and the Winter Olympic Games 2022 in Beijing.
An official announcement from Atomic can be released soon. We can imagine that a new contract with Shiffrin causes a lot of joy and relief in Austrian based company (owned by American Amer Sports). Atomic lost its prime skiing star Marcel Hirscher last summer due to his retirement. That immediately led to a shortfall in podium places for Atomic in the previous season. Loss of another superstar could impact an Atomic outlook to maintain its position of premium skiing brand.
The next season will be crucial for ski companies after an unexpected and early finish of the 2019/2020 season. A new contract with Shiffrin put Atomic in the right place. Mikaela Shiffrin remains the biggest favorite for triumph in the World Cup, and the visibility of the Atomic brand is assured.