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Style, innovation & equality
Guide

As the ski season is approaching, here’s the one Scandinavian spot and hidden gem not to miss

”The food and service level goes beyond any expectation.”

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Words: Johan Magnusson

Jeanette Francke is Creative and Marketing Director at Peak Performance. The brand’s entire mission is to make active life easier.

— We unite style and performance and create innovative casual and active wear for a life on the move, she says.

Their new initiative Live more lists 40 aspiring, respected and forgotten ski resorts hoping to make people stop and think, just for a second, on how they spend their free time. And then help them act.

— An active lifestyle is essential for our wellbeing and we know that being active, especially outdoors, can make you live a longer and happier life. We want to cater for the full active lifestyle and go beyond the actual products. With this campaign we will continuously help people to get out more – live more – with training programs, tutorials and travel guides. Nature is where we charge our batteries to cope with the stressful life in the city, and we want to share our 30 years of experience on the subject.

What Nordic spot would you like to highlight? And why?

— I love Riksgränsen, says Francke. The hotel Niehku Mountain Villa is a favorite spot. Patrik ”Strumpan” Strömsten and Johan ”Jussi” Lindblom who own the hotel are amazing people with loads of experience in the area and the heart in the right place. The food and the service level goes beyond any expectation and they just received the 2019 UNESCO Prix Versailles for Europe’s best hotel interior design. I was there in August and I can highly recommend it off ski-season as well.

Do you have any Nordic hidden gems?

— I have been hiking a lot I Norway and can recommend the areas around Joutenheimen and Oppdal. And of course Lofoten, off season. I believe it is the most beautiful place I have visited.

What’s next for the brand after this?

— For this winter it is full speed ahead, with the Live More campaign, new products and the Freeride World Tour 2020, a freeride competition that we sponsor. For spring we have a brand new women’s collection with the perfect mix of style and performance and then of course our upcoming collaboration with Ben Gorham. Going forward we will also continue encouraging people to make the most of their time and empower an active lifestyle.


Related: Ben Gorham: ”Functionality was my main priority”