Peak Performance, the renowned Scandinavian mountain brand, is just days away from opening its first UK store on 27 September 2024.
But if you were expecting your average “DJ, drinks, and canapés” event launch, you’re in for a surprise. In keeping with its mission to bring the freeride spirit to the world, Peak Performance is marking this brand moment with something a little different…
On 27 September, they will transform the famous Covent Garden Piazza into the epicentre of UK ski culture by throwing a ski rail jam , harking back to the 1995 big air that took place in the Piazza. Alongside world-famous Peak Performance athletes such as Alex Hackel, Henrik Windstedt and Anni Karava, the UK’s best on-snow talent will show the public what the freeride spirit looks and feels like through a series of demos on jumps and rails.
The general public is also invited to sign up for free Give It A Go With A Pro tuition sessions with the UK Jibworx team. Slots can be booked at here. Terms and conditions apply.
The all-day event will kick off at 11am, and will be hosted by action sports commentary legend Tim Warwood, fresh from his stint on the mic for the BBC at the Paris Olympics earlier this summer.
Different athlete demonstrations will take place throughout the jam, including a “Tricktionary” of freeski skills to help educate onlookers on the differences between a grind and slide to fakie, concluding with an end-of-day athlete showdown to claim the Rail Jam Crown.
This huge event pays homage to 1995’s Covent Garden Big Air event – a competition in the shadow of the piazza that is widely regarded as the arrival of freeride snowsports into the UK
Speaking about the upcoming launch event, Peak Performance VP marketing Tina Rolén said: “We can’t wait to mark the opening of our new store – and celebrate the end of summer – by bringing the spirit of freeride skiing to the heart of London.”
Peak Performance’s Covent Garden outpost is the brand’s first UK store. It joins a range of international shop openings in Berlin, Vancouver, Innsbruck, Beijing, Yokohama and Shanghai. Founded in 1986, the Scandinavian brand is renowned for its premium technical ski and outdoor wear as well as its bold and progressive design aesthetics. Earlier this year, its Vertical Pro range was worn by athlete Hedvig Wessel as she became Freeride World Tour champion 2024.
Peak Performance’s new London address is 49 Long Acre, Covent Garden (WC2E 9LS). Trading hours will be 10am-7pm Monday-Saturday, and 11am-5pm Sunday.