Bogner names alpine skier Emma Aicher brand ambassador

German sportswear brand Bogner is expanding its partnership with alpine ski racer Emma Aicher. The Olympic silver medallist, who has been outfitted by Bogner for the past six years through its partnership with the German Ski Association (DSV), is taking on the role of brand ambassador, the company announced on November 9.

With the new role, the collaboration extends beyond race equipment. According to Bogner, Aicher is to embody the brand's ties to elite alpine skiing and its 'Performance Luxury' positioning, which the company says puts the joy of skiing alongside athletic performance.

"Emma Aicher combines qualities rarely found together in elite alpine skiing: an exceptional feel for speed in downhill and technical precision in slalom," said Arne Freundt, CEO of Bogner. "We are proud to support Emma on her journey as a Bogner brand ambassador."

Aicher herself put the emphasis on enjoyment. "If I'm not having fun, the motivation just isn't there. That's exactly the joy of skiing I want to share as a Bogner brand ambassador," she said.

Outfitter of the DSV since 1952

Bogner has outfitted the DSV since 1952. Its 'Bogner Flames' design made its debut on the DSV race suits at the 1992 Olympic Winter Games in Albertville. Aicher won two silver medals at the Olympic Games in Cortina wearing one of these suits.

According to the company, the race suits are individually tailored to each athlete for fit, freedom of movement and aerodynamics. Bogner also highlights features of its skiwear such as four-way stretch fabric, waterproof sealed seams and ventilation zips.

In October, Bogner announced that it will remain the outfitter of the German alpine ski teams through 2030.