Peak Performance’s pro ski athlete Max Palm is dropping a new collection and dropping in to London’s White Grounds skate park bringing 30 tons of the white stuff and a team of international riders to ski it.
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Swedish mountain brand Peak Performance is handing the reins to its pro team skier Max Palm, to unite the world’s snowsports and skateboarding elite under one roof in White Grounds skate park for a ski setup in the city.
Here’s what you need to know:
1. The event marks Swedish Freeskier Max Palm’s first capsule collection launch with the brand, where he’ll be inviting world-class riders as well as UK grassroots skiers to put the collection to work on a custom-feature ski setup.
2. The all-day event will kick off at 1pm, and will be hosted by legendary action sports commentator Scott Penman.
3. At 1pm the general public can sign up for free rail tuition sessions with the Peak Performance pro team. Slots can be booked from October 23rd at https://www.peakperformance.com/se/sv/mp-collection-event .Terms and conditions apply.
4. From 2.30pm the park will transform into a street skiing utopia shaped by Jibworx, with a custom feature built by CREATION-GROUP, a winch operated by Re-winch, where skiers will put their skills to the test in a rider showcase. At 5pm, the party moves next door to Hop Kingdom where there will be a full indoor jib setup for skiing and skateboarding, with music from BOOM club.
5. Speaking about the upcoming event, Peak Performance VP Marketing Jeanette Francke said: “Last year’s store opening in Covent Garden brought our freeride spirit (and plenty of snow…!) to the city, but now, Max is taking it to another level. Like his unique style of skiing, Max’s collection is another great demonstrates how he likes to push the boundaries, and this event is no exception.”
6. On Sunday November 9th, guests in attendance will be invited to come along to the Peak Performance’s London store to swap their wristband for an exclusive gift. The address is 49 Long Acre, Covent Garden (WC2E 9LS). Trading hours will be 10am-7pm Monday-Saturday, and 11am-5pm Sunday.
7. The event is the second hosted in London by the brand, harking back to the September 2024 rail jam thrown in Covent Garden Piazza to open their Covent Garden store. Image gallery here.
8. Founded in 1986, the Swedish 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 Justine Dufour LaPointe as she became Freeride World Tour champion 2025.
9. This is a free event, but space is limited. To sign up, guests can book their ticket at: https://www.eventbrite.se/e/peak-performance-presents-max-palm-friends-tickets-1769598108579?aff=oddtdtcreator