Peak Performance

<h4 class="leading-paragraph">Åre, Jämtland, 1986.</h4>
Peak Performance began one day when three talented skiers met to discuss something they had been thinking about, based on their own experiences. First and foremost, why wasn't anyone making the kind of ski clothes they themselves wanted? Clothes that combined superior functionality with simple, cool design; not too flashy, yet not boring. Secondly, was there any way for them to spend more time in the ski resort they loved so much – the small mountain village of Åre in the heart of Jämtland?

The three skiers were more than qualified to find the answers themselves. Stefan Engström was a world-class skier, with several World Cup titles to his name. Peter Blom was the editor-in-chief of the country's largest ski magazine, and Christer Mårtensson was an art director and designer. It wasn't long before they were joined by a fourth person, former alpine skier and ski salesman Jonas Ottosson.
<h6>The answer to the questions</h6>
It soon turned out that the answer to both questions was Peak Performance. Their ambitions had originally not extended beyond wanting to make clothes for themselves and their friends, in large enough quantities to make a profit. But the world wanted more. In the late 1980s, the average person was tired of extravagance and superficiality. People missed the authenticity that comes with genuine quality. Suddenly, the solution was in plaid flannel rather than neon and glitter. Grunge replaced synthesizers in the music industry, while Peak Performance took the place of flashier brands on the slopes.

The residents of Åre are, of course, proud of the brand that has achieved international recognition. But the locals remain just as skeptical of anyone who tries to brag or show off. You prove your worth on the slopes, on your bike, at work, or perhaps through your ability to tell a really good story by the campfire at dusk. If you do it with style, you get an extra nod of acknowledgement.
<h5>1986-1990</h5>
<p class="leading-paragraph">Let's go back in time to 1986. Platoon and The Color of Money were released in cinemas. "We Are the World" swept the Grammy Awards, and Jan Hammer wrote the theme song for Miami Vice. Diego Maradona led Argentina to the World Cup, Boris Becker beat Ivan Lendl in the Wimbledon final, and Ingemar Stenmark won his 82nd World Cup title.</p>
At the same time, the Swedish ski resort experienced an unprecedented boom. 1986 was the year everything happened in Åre. Everyone was there, and we truly mean everyone. Some probably didn't even know why they were there, but there they were nonetheless. They brought the slopes to the bar and even to the disco. Others embarked on a completely different journey. This was the winter when a group of incurable ski enthusiasts who had just returned from Sun Valley, Idaho, founded the Peak Performance brand.

Anyone who has been to Åre knows that there are more challenges to tackle than just whizzing down the slopes. Åre is a fantastic place that offers many activities, while the weather there is unpredictable. Dealing with the cold, the darkness, and sometimes the lack of snow, requires patience, persistence, and a genuine passion for skiing.
<h6>What is important</h6>
From the very beginning, the company has been shaped by what they themselves have considered important. Arriving at the right design and, of course, the right technical solutions was absolutely crucial. The strategy worked and exceeded all expectations. Orders from the first mail-order catalog flooded the small post office in the town. So much so that they needed to bring in more staff to handle them. In the early years, most things took longer than they should have. Peak Performance was, after all, founded by skiers – people who, more than anything else, want to ski when winter comes. Man and nature in perfect harmony, as we usually say. Some days no one answered the phone, and mail went unopened, while their employees tested ideas on each other on the ski lift up to Åre's highest peak.

Anyone who managed to find their way to their small office in Åre was often met by a sign on the door that read: "Gone skiing." At night, they designed garments in their modest premises, worked on new catalog sketches, and packed orders. It was a fantastic time. And it was only going to get better.
<h6>1991-1995</h6>
<p class="leading-paragraph">Åre, Jämtland, 1986. Postcode 830 12. There is only one Åre. But there are many places that resemble Åre, for example; Cortina, Chamonix, Vail, Aspen, Verbier, Zermatt, and St Moritz.</p>
They are all classic ski resorts with the same sense of exclusivity and tradition as Åre. They all have something in common. The same tireless passion and sense of values shared by all leading ski resorts in the world. One might say that was the goal from the beginning – to hang up their own sign outside a ski shop in one of these historic European and American ski resorts, as soon as possible. It turned out not to be so easy. These particular places were not the most progressive. Expansive and unique? Absolutely. But at the same time, they were very loyal to their own long history. Shops and similar establishments in these resorts are often passed down from generation to generation. Suddenly making room for a bunch of Scandinavians in stylish new jackets was not exactly part of their plans.

One could safely say that Peak stood alone on a dark slope full of obstacles. At the same time, it was the perfect challenge for them. Exactly the kind they love to take on. Things changed when some of the local bigwigs went skiing with the CFO. They hadn't realized that the numbers guy was also a former Swedish freestyle champion. Or that the sales manager had competed in the Olympics and that one of the founders held several World Championship titles. They were thoroughly surprised. When the local stars guided the clothing salesmen to the top, expecting – they thought – to teach them a thing or two, they immediately understood that these guys were the real deal.

From postal address 830 12 to a new beginning. Number: 1. Real clothes for real skiers.
<h6>1996-2000</h6>
<p class="leading-paragraph">Ten years into its development, Peak Performance has grown into a large company. Well-known, well-established, and, of course, highly appreciated. And successful. Constantly renewing itself.</p>
Have you seen how a school of fish swims? It swerves left and then right. Up and down, never stopping. It stays together despite, or perhaps because of, its numbers. Like a large mass of energy. Peak Performance has become like that school of fish. A movement, a unified glow, a united force with strong individuals all moving forward towards the same goal, yet without being too predictable.

When Peak Performance blew out the candles on its tenth birthday cake, the company was stronger than ever. They continued to grow in numbers, and the company goals were further refined. Every employee contributed enormously. The engine was running at full throttle, and the speed was constantly increasing. The list of achievements grew longer and longer.

New stores, stock market listing, Whitbread victory with the EF yacht, launch in Japan, shirts and tweed sports jackets, three-layer Gore-Tex® jackets, new office, rising stock prices, sponsorship deals, one trade show after another, and more employees. The head office in Stockholm was never completely dark. Someone was always there fixing whatever needed to be fixed. Or putting the finishing touches on preparations for some company party.

The marketing department coined the phrase "The Great Outdoors." The definition of a ski brand that would come to encompass so much more. Outdoor experiences, extreme sports, wild nature, training. A longing to be outdoors. That's what Peak Performance is all about. In the design studio, the laboratory where our new super-technical products were developed, their hard-working design manager took the time to put up a sign that read: "The Great Indoors." Yet he still managed to ski over 60 days a year, and surf 25. Of course, in new Peak clothes. He wasn't alone.
<h6>2001-2005</h6>
<p class="leading-paragraph">Fredrik Jacobsson, Helen Alfredsson, Suzann Pettersen and many more. Not a bad golf team, if they do say so themselves. Robban Olsson, Stina Jakobsson, Henrik Windstedt &amp; Co; Peak's ski team consisted of top skiers who attracted interest and respect wherever they decided to compete.</p>
The company had grown a lot, and continued to grow. In every possible way. It was so much more than a brand on a jacket. It had always been so much more. For them, it has always been, and still is, a way of life. Whether it's golf or freeriding.

Peak Performance entered the new century with 2000 new ideas in its back pocket. Some were already being realised. They launched the new flagship store, the large Peak Performance store in the heart of Stockholm. Not to mention new stores in Düsseldorf and Dubai.

The collection grew larger, new functional materials for running were discovered, and a completely new workout collection was developed. They jumped on mountain bikes in their new Peak clothes, knowing that they weren't even halfway there.

They had only just begun.
<h6>2006-2013</h6>
<p class="leading-paragraph">The love of sport. The love of nature. Their guiding principles are the same today as they were almost 30 years ago.</p>
30 years with Peak Performance have whizzed by. When they defy their own nature by looking in the rearview mirror, they realize how incredibly fast these years have passed.

But time does fly when you're having as much fun as they are. And yet it feels like it was yesterday that the first idea popped into their heads. When they decided to redraw the map of ski clothing. It feels like it was yesterday they stood at their drawing board in Åre designing that dream, which would turn out to become reality.

As they see it, not much has changed since then. Sure, the structure has changed and a new professional business system has been introduced, new people have joined and technology has continued to evolve. Peak Performance has gone from a garage company to a market-leading brand.

Yet they continue to work based on their original values. Their love of sport and nature. In that area, there aren't many changes to make. In fact, none at all.

Now their gaze is fixed on the future.
<h6>2014-</h6>
<p class="leading-paragraph">Since their inception three decades ago, they have expanded into a multitude of activities. Golf, skiing, training and running, as well as a collection of everyday wear with strong ties to their roots in the ski resorts. What could possibly be their next step?</p>
It turned out they didn't need to search for an answer to that question. The answer was already here at Peak Performance. Their lives are moving faster and faster, and they are becoming increasingly dependent on finding quick solutions. Being active is more than just sport, more than just a hobby or a leisure activity. It's about how we get to work, how we choose to travel, and how we relax, on our own or with friends. As professionals, as skiers, golfers, runners, creative creators and adventurers – this is part of our everyday life.

They began to consider how they could meet all aspects of modern life. They used their knowledge of functionality and quality and combined it with modern design in a natural way. Clothes adapted for city life. Of course, they will never forget their roots on the slopes and they still strive to create the absolute best ski clothes, always developed together with professional skiers.

Ultimately, it's about freedom. To be able to seize every opportunity, and to know that you are prepared for absolutely everything. From the slopes to the streets, from the bike to the bar, from work to the gym – this is Peak Performance.