SR Staff Report
This spring, it was a mystery when Toni Giger, historically one of the most valued staff members of the Austrian Ski Federation, ÖSV, resigned. Then suddenly it all made sense when we heard about his new position with Red Bull and his skiing responsibilities. Now we are seeing the formation of Van Deer-Red Bull Sports Equipment GmbH. Their intentions in skiing are Red Bull big.
The ski market is a highly competitive and risky market to enter. Therefore, if you can join with the power and influence of Hirscher and Red Bull, you should. This long-established partnership brings immediate impact and visibility. If either one talks, people listen, and if they speak together, we can only imagine.
Van Deer-Red Bull Sports Equipment GmbH acquires Augment
We now know that Van Deer-Red Bull Sports Equipment GmbH has taken control of the Augment ski brand.
Augment, founded in 2014, is a Salzburger, Austrian ski manufacturer located in the scenic mountain town of Stuhlfelden. The company’s skis, branded initially as Croc, had a founding vision to provide the highest quality race skis to any competitor willing to pay the price.
Immediately the brand found recognition. Then in 2018, legal action from the shoemaker, Crocs forced them to change their brand. Knowing they would waste valuable financial resources fighting the giant to defend their registered brand name, they became Augment. Now suddenly, the brand’s future looks very bright. After all, with Red Bull’s resources and the staff they have assembled, they are in a position to make an immediate and significant impact.
The Augment factory is currently building the Van Deer skis, and it now appears that will continue.
Already Van Deer has contracted former Rossignol alpine racers Henrik Kristoffersen NOR, Timon Haugen NOR and Charlie Raposo GBR.
Augment contracts two Austrian speed skiers
The newly formed Van Deer-Red Bull Sports Equipment GmbH now adds to the Augment stable of athletes. Augment has announced the signing of Austrian speed specialists Max Franz, formerly with Fischer, and Christoph Krenn, previously with Salomon.
Even though Van Deer is not yet a member of the Austrian Ski Pool, Augment can sign the Austrian speed specialists because they are two distinct brands.
Toni Giger of Van Deer-Red Bull Sports Equipment GmbH said to skinews.ch on May 25th, “The Van Deer ski is produced at Augment in Stuhlfelden. However, today Augment and Van Deer are two independent brands and not a fusion product. But the Van Deer/Augment situation will certainly have to be reviewed and reconsidered in the future.”
The one certainty is that Van Deer-Red Bull Sports Equipment GmbH will continue to make waves and be a source of industry drama.