Unique loyalty
Mikaela Shiffrin is priceless for the ski company
Mikaela, the exceptional skier! Even what loyalty to the two boards means - she only lets one brand touch her feet.
Kronen Zeitung als bevorzugte Google-Quelle hinzufügen Club loyalty has long since become an anachronism in soccer. And in skiing too, changing equipment is an everyday part of a career. Even in this respect, Mikaela Shiffrin is a complete exception: the American has celebrated all 100 World Cup victories on Austrian ski brand Atomic! The family from Vail in Colorado has trusted the red racers from Altenmarkt since childhood.
Which of course also fills the company from Pongau with enormous pride. "The marketing significance of such a record is undoubtedly huge, even if the profitability is difficult to express in figures. But Mikaela's value to the company is actually priceless," says Christian Höflehner, Atomic's Head of Racing.
Of course, in the 13 years between victory 1 (in Åre) and victory 100 (in Sestriere) there were attempts to lure him away. A (financial) lure that the Shiffrins did not succumb to for a second. "In the meantime, Mika is so connected to Atomic that nobody really tries anymore."
Höflehner describes Shiffrin at work as "incredibly easy to look after. Her life is skiing. And as an American, she is never at home in winter, she always wants to train. That's exhausting for her service men," admits the race director, "yes, but ..." Also pretty darn successful.
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