Feb 08, 2022
K2-MDV Holdings to Become “Elevate Outdoor Collective” Effective Immediately
February 8, 2022 (Seattle, WA) – 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 Snowboarding, 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.”
About the Author
Tara Yant
Tara has almost 20 years of action sports and outdoor industry experience from starting off on the editorial side at Transworld Snowboarding to 6 years as Ride Snowboards’ Marketing Manager, then ultimately landing in the world of PR and now working with clients such as lululemon men, Danner and LaCrosse Footwear, and Helly Hansen. Growing up in Encinitas, CA, graduating from CU Boulder with a Magna Cum Laude degree in Communication and now living in the Pacific Northwest, Tara is an all-around outdoor enthusiast with a passion for adventure, travel, yoga, good food and leading a healthy, active life with her husband, two kids and dog, from the ocean to the mountains.