Max Palm And Peak Performance To Convert White Grounds Skatepark Into A Custom Street Ski Setup - Nov 8th

Pro skier and Peak Performance's athlete, Max Palm, will take the lead on this event. He's bringing together the top snowsports pros from around the world, and we're transforming the White Grounds skate park into a winter snow sports arena right in the city to celebrate the launch of his new collection.

Swedish mountain brand Peak Performance is handing the reins to its pro team skier Max Palm, to unite the world's snowsports elite under one roof in White Grounds skate park for a ski setup in the city and launch his new collection. 

Here's what you need to know:

• The event marks Swedish Freeskier Max Palm's first capsule collection launch with the brand, where he'll be inviting world-class riders, as well as UK grassroots skiers to put the collection to work on a custom-feature ski setup.
• The all-day event will kick off at 1pm, and will be hosted by legendary action sports commentator Scott Penman.
• At 1pm the general public can sign up for free rail tuition sessions with the Peak Performance pro team. Slots can be booked at https://www.peakperformance.com/se/sv/mp-collection-event .Terms and conditions apply.
• From 2.30pm the park will transform into a street skiing utopia shaped by Jibworx, with a custom feature built by CREATION GROUP, a winch operated by Re-winch, where skiers will put their skills to the test in a rider showcase.
• After Party by Peak Performance supported by BOOM club from 5pm -11pm at Hopkindom.

Speaking about the upcoming event, Peak Performance VP Marketing Jeanette Francke said: “Last year's store opening in Covent Garden brought our freeride spirit (and plenty of snow...!) to the city, but now, Max is taking it to another level. Like his unique style of skiing, Max's collection is another great demonstration how he likes to push the boundaries, and this event is no exception.”

On Sunday November 9th, guests in attendance will be invited to come along to the Peak Performance’s London store to swap their wristband for an exclusive gift. The address is 49 Long Acre, Covent Garden (WC2E 9LS). Trading hours will be 10am-7pm Monday-Saturday, and 11am-5pm Sunday.

The event is the second hosted in London by the brand, harking back to the September 2024 rail jam thrown in Covent Garden Piazza to open their Covent Garden store.

Founded in 1986, the Swedish brand is renowned for its premium technical ski and outdoor wear as well as its bold and progressive design aesthetics. Earlier this year, its Vertical Pro range was worn by athlete Justine Dufour LaPointe as she became Freeride World Tour champion 2025.
This is a free event, but space is limited.

To sign up, guests can book their ticket at: https://www.eventbrite.se/e/peak performance-presents-max-palm-friends-tickets-1769598108579?aff=oddtdtcreator

Scandinavian mountain brand Peak Performance has collaborated with its pro team skier Max Palm for a limited-edition capsule that reimagines the aesthetic potential of ski apparel. By handing the design reins to this highly decorated and art-loving big mountain athlete, the brand is showcasing how far it can push the look and feel of high-performance gear, in and out of the powder.

On the artistic drives behind the collection, Max says: “I wanted to bring something totally new to Peak Performance, and create ski apparel that also has those casual streetwear vibes. One of the most personal pieces in the collection is the long sleeve T-shirt, where I created a special print using some of my favourite photos from past trips – I love how the black and white images really pop with the drawings overlaid on them. The whole collection has turned out crazy cool, and I especially like how you can mix and match the items for your own combinations.”

Here’s your trio of key features from the capsule:

• True to Peak Performance’s design mindset, Max has opted for a bold, eyeball-catching pink colorway for the Max GORE-TEX 3L Ski Shell Jacket (£480). It comes with the best-in-class waterproofing and breathability we’ve come to expect from the brand by utilising industry-leading GORE-TEX Technology in its build.
• The Max HIPE 2L Insulated Shell Pants (£390) use Peak Performance’s trademarked 2-layer HIPE® fabric for stretch, breathability, and protection against water and wind. Cut wide and covered in Max’s stand-out graphics, they include functional details such as RECCO® reflector tech, inner leg vents, a ski-pass pocket, reinforced lower legs, and a mesh phone pocket.
• Off-mountain essentials from the capsule bring streetwear hints to end-of-the-day après style and include the boxy-fit coach jacket (£220); a relaxed-fit heavyweight graphic hoodie (£140); a 90s-style double-layer long-sleeve tee (£105); and a versatile belt (£50) for a finishing touch.

The Max Palm capsule will be available across stores and at peakperformance.com from November 8th.