From airbag pioneer to holistic partner

As the inventor of the avalanche airbag, ABS revolutionized winter sports in 1985. The whole team is pleased to present a new brand identity with a completely new portfolio 35 years later.

"Enjoy your wild" - Our new claim describes a feeling we want to inspire and which can mean something different for everyone. The passionate freerider feels it when he just climbs the last meters of the slope before a wide, untouched snowfield opens up in front of him. But so does the ski tourer who, in the silence, perceives only his own breath and the rays of light falling through the snow-covered branches of the trees to the ground. An "enjoy your wild" moment can also be to strap on the skis after work and go for another tour on the mountain with a headlamp. Surrounded by untouched nature and living out our passion, we feel unrestricted, freed from everyday life and worries. It is not only the activity itself that inspires us, but the entire experience of life - experience, knowledge and planning. Because the anticipation of the adventure in the mountains already starts with the preparation, when you search for the best tour for the next day with your cell phone in the evening or check the avalanche situation report and your equipment first thing in the morning.

These moments can now be experienced with our new products, designed according to the principles simple & safe - light & fast. For the first time, we are launching other products on the market in addition to an avalanche airbag backpack and can now support customers holistically in their mountain experience under the motto "Protection in Adventure". Our ski touring daypack A.CROSS is our first backpack without ABS system. With its minimalist look and functionally thought-out details, it is considered the ideal companion for piste and after-work tourers who are on the move with thought and style in secured terrain. With A.SSURE, our avalanche protection equipment consisting of a shovel, probe and first aid kit, we complement our portfolio around the topic of safety on the mountain and also show what minimal pack size really means. The product A.WAY, a combination of app and beacon represents our first digital product. The app offers the customer an all-in-one solution for the backcountry - with tour planning, safety knowledge, weather and avalanche report, equipment check, service and insurance booking with an optimal user guidance.