18 October 2025  From Tradition to InnovationThe Olympic Games have always reflected the evolution of sport and society, constantly welcoming new disciplines that capture the spirit of their era. Over the decades, events such as snowboarding, skateboarding, and sport climbing have redefined what it means to compete on the world stage.At the 2024 Summer Olympics in Paris, Austrian athlete Valentin Bontus made history by winning gold in the inaugural men's Formula Kite event, marking a milestone for both Austria and the fast-growing sport of kitesurfing. Similarly, at the 2018 Winter Olympics in PyeongChang, snowboarder Anna Gasser became the first-ever Olympic champion in the women's Big Air event, landing a flawless switch double 1080 on her final jump to claim gold. These moments underscore Austria's deep connection to innovation in sport — a tradition that now continues as ski mountaineering prepares for its first Olympic appearance at the 2026 Winter Games in Milan-Cortina. Ski Mountaineering Makes Its Olympic DebutSki mountaineering, or SkiMo, blends endurance, agility, and alpine technique — athletes climb steep ascents on lightweight skis before racing downhill across challenging terrain. At the 2026 Winter Olympics, the discipline will make its debut in Bormio, with medals awarded in two events: Sprint and Mixed Relay. Both men and women will compete, either individually or in mixed teams, emphasizing inclusivity and teamwork.For Austria, this debut carries added significance. The Annaberg-based company Martini Sportswear will serve as an official outfitter for the Austrian Olympic team for the first time. To celebrate this milestone and the growing excitement around SkiMo, Martini Sportswear hosted an evening panel discussion titled "Road to Olympia", offering an intimate look into the lives and preparation of Austria's leading ski mountaineers. On the Road to Bormio: Johanna Hiemer and Paul VerbnjakAmong the speakers was Johanna Hiemer, born in Schladming in 1992, one of the most accomplished athletes in international ski mountaineering. Balancing her life as a professional athlete, mother of two, and trained lawyer, she represents resilience and determination. After returning to competition from maternity leave, she quickly reestablished herself among the world's top-ranked SkiMo athletes and now looks toward the Olympic Games in 2026 with determination.Next to her sat Paul Verbnjak, a 24-year-old from Carinthia, regarded as one of Austria's brightest SkiMo talents. With wins including the Mountain Attack and a second-place overall ranking in the Individual World Cup, he is seen as one of the nation's strongest contenders for Bormio. Together, Hiemer and Verbnjak secured Austria's qualification in the Mixed Relay — a dynamic event combining a male and a female athlete alternating climbs and descents in a high-speed team format. Moderated by Sebastian Waldbauer, Head of Marketing at Martini Sportswear, the conversation also featured Veronika Mayerhofer, former cross-country skier and now sports psychologist, who discussed mental strength, focus, and transforming pressure into positive energy — insights that resonated well beyond the world of elite sport. The Spirit of the Mountains: Martini Mountain ClubThe "Road to Olympia" event also served as a platform to introduce the Martini Mountain Club, an initiative connecting mountain enthusiasts across generations and disciplines. Designed as a hub for exchange, joint experiences, and inspiration, the club embodies the open and community-oriented philosophy of the brand.As Waldbauer emphasized, "It's about bringing together people who share a passion for the mountains — athletes, fans, and adventurers alike." Fashion.at looks forward to receiving news from the club, having recently joined the Martini Mountain Club community — which anyone can subscribe to free of charge by signing up for the newsletter at martini-sportswear.com. Austria's Ongoing Olympic LegacyAs the countdown to Milan-Cortina 2026 continues, Austria once again demonstrates how a small alpine nation can leave a big mark on the global sporting stage. From the early triumphs of alpine skiing legends to modern pioneers like Anna Gasser, Valentin Bontus, Johanna Hiemer, and Paul Verbnjak, Austria's athletes embody a rare combination of technical skill, creativity, and determination. Measured by population, few countries have achieved such consistent Olympic success — a testament to a deep-rooted sporting culture that thrives where passion meets the mountains.Image, from left: Host Sebastian Waldbauer, Head of Marketing at Martini Sportswear; Veronika Mayerhofer, sports psychologist and former cross-country skier; Austrian SkiMo athletes Paul Verbnjak and Johanna Hiemer during the 'Road to Olympia' panel in Annaberg, Salzburg. Photo: © Paula Buchegger / Martini Sportswear GmbH |