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Seattle-based K2-MDV Holdings, the parent company of all K2 Sports and MDV brands, including K2 Skis, K2 Snowboarding, Marker, Dalbello, Völkl, Ride, Line, BCA, Atlas Snow Shoe Co, Tubbs Snowshoes and others, announced that it has rebranded itself Elevate Outdoor Collective, effective immediately. The company will continue to be led by president and CEO John Colonna, who succeeded Christoph Bronder as group president last June. “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,” commented Colonna. “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.”

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