K2 Snowboards’ Parent Company Renamed “Elevate Outdoor Collective”

All brands under the K2 Sports and MDV umbrellas are to be united under the parent company “Elevate Outdoor Collective“, formerly known as K2-MDV Holdings.

Press Release:
K2-MDV Holdings to Become “Elevate Outdoor Collective” Effective Immediately

K2-MDV Holdings announced today that, effective immediately, Elevate Outdoor Collective is the new name for the parent company of all K2 Sports and MDV brands, including: K2 Skis, K2 Snowboards, Marker, Dalbello, Völkl, RIDE Snowboards, LINE Skis, Backcountry Access, Atlas Snow Shoe Co., Tubbs Snowshoes, Madshus and K2 Skates. With global headquarters in Seattle, WA, Elevate Outdoor Collective will be overseen by President & CEO, John Colonna. Motivated by the goal of unifying all brands under the former K2-MDV Holdings name, this change also allows each brand the freedom to thrive independently and maintain its unique spirit in the outdoor and winter sports markets.

“Representing the largest collection of industry-leading winter sports and outdoor brands from around the world, we are thrilled for the synergy that comes with integrating under Elevate Outdoor Collective,” said John Colonna, President & CEO. “Signifying the elevation we have
gained as a company over the years, and the elevated experience overall we deliver, this is another step forward in evolving our best in class organization focused on the consumer.”

With an international portfolio of world-renowned brands recognized as trailblazers in innovation, performance and, most importantly, fun times by active lifestyle enthusiasts across the globe, Elevate Outdoor Collective will continue its mission to progress the culture of each and every outdoor endeavor it represents. As “One Team” backed by world-class development facilities and product engineers, incredibly talented athletes and ambassadors and a top-notch crew of employees who live and breathe the outdoor active lifestyle, Elevate Outdoor Collective is eager to take things to the next level.

“Supporting the outstanding family of brands as they transition to their new name is truly exciting for us,” said Joe Lawler, Chairman of the Board and Operating Partner at Kohlberg & Company. “John has delivered strong growth since joining us in 2018 and, along with his
talented team of leaders, we are even more excited about the future. Elevate Outdoor Collective will continue to focus on great brands for serious outdoor enthusiasts, engineered for performance and fun.”