UK shredders united this past weekend to experience the thrill of freeride skiing right in the heart of London! On September 27th, Peak Performance celebrated the opening of their flagship store by transforming the iconic Covent Garden Piazza into a winter wonderland. This was not just your average ribbon-cutting ceremony. Peak Performance paid homage to the legendary 1995 Covent Garden Big Air, an event that ignited the UK’s freeride scene by throwing a full-blown ski rail jam of their own.
World-Renowned Peak Performance Athletes & UK Talent Take Center Stage
Spectators witnessed the magic of freeride skiing firsthand right in downtown London. World-famous Peak Performance athletes Alex Hackel, Anne Karava, Henrik Windstead and Hedvig Wessel dazzled the crowd. Meanwhile, UK’s Jibworx crew, a collection of their brightest on-snow talent, was also on hand to showcase their skills through a series of jumps and rail demos. The freeride spirit was alive and well in London and the general public was even invited to participate in free “Give It A Go With A Pro” tuition sessions with the Jibworx athletes where they learned the basics from the best and experienced the thrill of skiing themselves.
All-Day Action Hosted by a Legend
The event was even hosted by none other than Tim Warwood. The legendary action sports commentator was fresh off his stint at the Paris Olympics and ready to go. Warwood’s voice added even more good vibes to an event already filled with adrenaline-pumping demonstrations.
Athlete Showdown & A Trip Down Memory Lane
Aside from the aforementioned legends, the day was packed with other exciting activities. During a fun little segment called “Tricktionary,” athletes unveiled the secrets of their freeskiing skill by explaining the differences between grinds, slides, and fakies. Ultimately, the event culminated in an epic athlete showdown to determine the Rail Jam Crown.
This event was more than just your average store launch. It was a tribute to the 1995 Covent Garden Big Air, a competition that marked the arrival of freeride skiing in the UK. Kudos to Peak Performance for bringing the spirit of that historic event back to life for a whole new generation of skiers.
Making London Its Home
Peak Performance’s first-ever UK store opened its doors in conjunction with this epic rail jam! The flagship London location joins their growing list of international stores in Berlin, Vancouver, Innsbruck, Beijing, Yokohama, and Shanghai. Since 1986, the Scandinavian brand is renowned for its premium technical ski and outdoor apparel, featuring bold and progressive designs. Their commitment to innovation speaks for itself. Pro athlete Hedvig Wessel rocked their Vertical Pro Line while clinching the 2024 Freeride World Tour Championship. Talk about social proof!
About the Author
Rich Stoner is the founder of the après-ski lifestyle clothing and media brand, All About Après. He is also the co-host of the Beyond the Après podcast. No stranger to the ski and après-ski scene, Rich has been a long time contributor for many publications on topics like skiing, gear, beer and food. However, his passion is on the slopes and enjoying good times with good people. You can find him perfecting his craft carving turns and drinking beers in the Green Mountains of Vermont. @allaboutapres