A skier in a pink jacket and helmet carving through powder snow on a misty slope.

Ambassador

MARIA PIETILÄ HOLMNER

After many years on the world stage of alpine skiing, Maria Pietilä Holmner’s passion for the sport remains as strong as ever. Through World Cup races, championships and countless days in the mountains, skiing has become far more than competition and results. It’s a lifestyle, a feeling and a place where energy and peace of mind come together.

QUICK FACTS

Nickname: Mary eller Majsan

Year of brith: 1986

Place of birth: Umeå, Sweden

Disciplines: Slalom & Giant Slalom

Fun fact: She still jokes that her greatest achievement is winning the World Championship in brännboll (a Swedish bat-and-ball game) more than 20 years ago

Instagram: @mariapietilaholmner

A skier in a pink jacket and helmet stands in the snow, looking down. Snowflakes gently fall against a grey background.

“THE BEST FEELING IS DANCING DOWN THE MOUNTAIN, IN SYNC WITH YOUR SKIS AND THE SNOW.”

MARIA PIETILÄ HOLMNER — THREE-TIME OLYMPIC ALPINE SKIER

For Maria, skiing has always been about more than sport. It’s a feeling that has been with her throughout her life and has only grown stronger over the years.

After a long career at the highest level, her motivation has evolved, but her passion remains the same. Today, skiing is just as much about freedom, togetherness and the experience of being in the mountains as it is about the skiing itself.

The pursuit of the perfect turn is still there, but these days she loves sharing it with her family.

“The whole feeling of putting on my ski clothes, boots and helmet is simply incredible,” says Maria. “And now being able to share that experience with my children makes it even more special.”

Person cross-country skiing on a snowy trail, wearing a headlamp and winter gear, surrounded by a snowy forest landscape.

What continues to fascinate Maria most is the connection between the skier, the skis and the snow. No two turns are ever the same, and every day in the mountains brings new challenges and new experiences.

That constant variety is a big part of what makes skiing so rewarding and why it continues to inspire her long after her elite career.

The same philosophy shapes her choice of equipment. For Maria, ski clothing should offer complete freedom of movement, perform just as well when the weather changes as it does during long days on the mountain, and feel so natural that it never distracts from the experience.

When her clothing does its job, she can focus on what matters most – enjoying every turn, every mountain landscape and every moment spent with her family in the snow.

Smiling person in ski gear with goggles, sitting on a ski lift with a snowy mountain landscape in the background.

MARIA'S INSTAGRAM

@mariapietilaholmner