One of Sweden's most successful athletes of all time and multiple Olympic medalist Charlotte Kalla is joining the SkiStar team. The aim is to inspire even more people to enjoy movement and activity, as well as to develop training clothing for the EQPE brand. The collaboration is an important part of SkiStar's transition from a ski lift company to a year-round mountain tourism company.
-During my elite career, I often longed for the camp days in the mountains. The change of environment gave me both relaxation with the open views and adventure or drama with the rolling terrain that the mountains offer. I hope to inspire more people to experience the mountains all year round and personally it feels like a dream to continue spending time in the mountains, says Charlotte Kalla.
In her role as product developer, Charlotte will, among other things, develop a special clothing collection for cross-country skiing and outdoor training under SkiStar's brand EQPE, which will be sold exclusively through SkiStar's stores and own channels.
-Now having the chance to develop clothing for cross-country skiing and in addition a training collection for women will be an exciting project. I look forward to being involved in the whole process and our hope is that my first EQPE collection will be available for sale at SkiStarshop Concept Stores and on skistarshop.com already in the fall of 2023, continues Call.
As the leading holiday operator for Scandinavia, SkiStar has been investing heavily in year-round operations since the summer of 2021. In addition to the core product of skiing in the winter, the Sports & Adventures concept is offered during the summer months with an active holiday for the whole family with everything from lift-borne hiking, trail and downhill cycling to climbing parks and camps for children and young people.
Charlotte Kalla's ambassadorship is primarily about developing and participating in SkiStars camps that will inspire community, the joy of movement, adventure and relaxation.
-Our vision is to create and deliver memorable mountain experiences to a broad target group by constantly developing sustainable products, services and concepts that are right on time. Charlotte has a fantastic personality with clear values, which makes her a highly appreciated and beloved athlete today. We are therefore very happy that we can work together on the future of mountain tourism, as Charlotte, just like us, has a great commitment to sustainability issues; to both get more people moving, to take care of themselves and the mountain environment we operate in, says Stefan Sjöstrand, CEO of SkiStar AB.
-For me as a Sundsvall resident, both Åre and Vemdalen are the obvious options when I go to the mountains, but I'm really looking forward to discovering the other resorts that SkiStar offers. As an ambassador, I also hope to be able to contribute to the sustainability journey that SkiStar is doing, as well as contribute to the generally important public health work, Charlotte concludes.
