Elan Unveils “Built Different” New Brand Identity for Winter 27/28

Elan, the Slovenian ski manufacturer with more than 80 years of history in the sport, will introduce a new global brand identity for Winter 27/28, including a new logo and icon with the launch of its new brand platform, Built Different.

The new brand direction brings greater focus to what has defined Elan since 1945: bold, innovative, undeniable and progressive. Together, these qualities reflect Elan’s willingness to challenge convention, create innovations that evolve skiing and continue to move the sport forward.

Elan’s history includes a number of industry-changing developments in ski design and construction. Elan’s SCX helped establish the geometry of the modern carving ski, while later innovations have included the integrated binding systems, Amphibio left- and right-specific ski technology and the Voyager folding all-mountain ski.

Built Different also places an emphasis on how and where Elan skis are made. Unlike many global ski brands, Elan designs, engineers, tests and manufactures its skis in a single location in Begunje, Slovenia. This vertically integrated model keeps product development and manufacturing closely connected and gives Elan direct oversight of the production process.

Sustainability remains an important part of that manufacturing story. The Begunje facility operates on renewable electricity, with approximately 7,000 solar panels installed at the factory, and uses wood waste through its biomass heating system. Elan also sources the majority of its materials within Europe and continues to work toward reducing the environmental impact of ski manufacturing.

“Elan has never followed the conventional path. For more than 80 years, we’ve approached skiing with the belief that there is always a better way to build, design and think about the sport ‘Built Different’ gives us a clear expression of that mindset and where we want to take Elan next,” said Jeff Mechura, Chief Brand Officer.

The Winter 27/28 collection will be the first to fully reflect the new identity and logo across Elan’s product, marketing and communications. It will also introduce several significant product developments, led by the new Active Suspension Drive technology, Ace, Ripstick, Ripstick Tour and Playmaker collections.

Founded in 1945 in Begunje, Slovenia, Elan is a global ski manufacturer with more than 80 years of experience in ski design, engineering and production. Elan has introduced technologies that have greatly influenced the sport of skiing, including the SCX carving ski, integrated binding systems, Amphibio left- and right-specific ski technology and the Voyager folding ski.

Elan designs, engineers, tests and manufactures its skis in a single location in the Slovenian Alps, providing direct oversight from product development through production. The facility operates on renewable electricity and incorporates approximately 7,000 solar panels, biomass heating using waste wood and responsible wood sourcing.

Built Different. reflects the approach Elan has taken since 1945: challenging convention, developing progressive solutions and building skis that make every skier better.

Learn more: elansports.com,