FOR IMMEDIATE RELEASE

MADSHUS REDLINE COLLECTION 2024 IS INNOVATION REDEFINED

ATTENTION-TO-DETAIL, DESIGNED AND BUILT IN NORWAY

Biri, Norway (February 14, 2024) – Madshus is pleased to introduce the innovation breakthrough of the all-new-for-2024 Redline collection. Redline is Madshus’ Race Engineered Development designed and built in Norway and tested by the world’s best for the next generation of racing. The all-new Redline collection has been on display during the 2024 season by the world’s best athletes with countless podiums on the World Cup, the IBU World Championships and beyond. Madshus Redline skis and boots are set to launch globally in Fall 2024.

Over four years and thousands of hours of field testing has resulted in the latest generation of our pinnacle Madshus Redline product collection. We carefully considered the needs of skiers to craft a light, responsive ski built to meet the demands of the world’s fastest athletes. Our passion for craftsmanship and racing performance has always been at the forefront of our brand and we are looking forward to passing this on to every skier, everywhere.

Founded in Norway in 1906, Madshus relies on 118 years of experience developing the most innovative products in the market. At the core of the brand is a racing-led focus from Department 19, at the heart of the Madshus factory, where great innovations are born. Our attention to detail, and vastly experienced team building the skis in Norway, has allowed for constant innovation and the use of the highest quality materials.

Additionally, Madshus Redline boots are experiencing an innovation revolution of their own. Designed and developed in Italy at the Elevate Outdoor Collective Footwear Center of Excellence, the entire Redline boot collection has been re-imagined with fit, stability, power, control and material advancement in mind. Featuring new technological updates like the RED Carbon Chassis, the Madshus Carbon Cuff and the Madshus Race Wrap 2.0 Innerboot, the result is a boot collection designed for improved performance with Redline skis.

“We are beyond proud to announce the latest generation of Redline which has been meticulously designed and race proven. Our relentless pursuit of excellence and dedication to products crafted by athletes, for athletes is at the heart of what we do every day at Madshus,” states Bryan Cook, Madshus Global Brand Director. “We look forward to adding to our podium count at the highest level of the sport as well as inspiring every skier to find their own limits,” adds Cook.

About Madshus

Founded in Norway in 1906, Madshus is the world’s first ski brand and has been innovating cross-country skiing ever since. Madshus combines advanced technology, craftsmanship and innovation centered around the state-of-the-art Madshus factory in Biri, Norway to produce the fastest and most reliable cross- country skis in the world. Madshus stands strong as an important performative brand in the Elevate Outdoor Collective portfolio of the world’s leading winter sports brands.

About Elevate Outdoor Collective

Elevate Outdoor Collective is an alliance of iconic outdoor and winter sports brands with a specialized focus on skiing, snowboarding and snowshoeing. With each unique brand maintaining its own individual points of view and driving independent innovation, the Collective is fueled with the strength of world-class development facilities and engineers, global distribution channels and committed outdoor lifestyle enthusiasts and experts. Elevate Outdoor Collective brands include: Madshus, K2 Skis, K2 Snowboarding, Marker, Dalbello, Völkl, RIDE Snowboards, LINE Skis, Backcountry Access, Atlas Snow Shoe Co., Tubbs Snowshoes and K2 Skates.