Peak Performance launches flagship store with Rail Jam
Peak Performance is a brand that embodies a lot of Fall Line’s ethos; one line from its press kit really resonates: “Passion for adventure and nature runs deep.” So, when we heard that it was opening its first UK store, we knew it wasn’t going to be just any typical launch.
And we were right. Cue a central-London, full-blown ski rail jam.
Yep, on 27 September, Covent Garden Piazza will be transformed into the epicentre of UK ski culture, with pro Peak Performance athletes, such as Alex Hackel, Henrik Windstedt and Anni Karava, performing a series of demos on a specially constructed snowpark, complete with jumps and rails. It harks back to 1995, when the piazza – which is just around the corner from the new Peak Performance store – hosted a big air comp that heralded the arrival of freeride snowsports as a big-interest sport in the UK.
Tim Warwood (professional snowboarder turned TV presenter) will be on hand to compère the event and help bamboozled shoppers make sense of the action, which will include a ‘Trictionary’ session – designed to educate the uneducated on the differences between a grind and slide to fakie – concluding with an end-of-day athlete showdown to claim the coveted Rail Jam Crown.
If you want to be part of the action, you can sign up for a free ‘Give It A Go With A Pro’ tuition session with the UK Jibworx team. Slots can be booked here.
Peak Performance’s arrival in the area adds to the rich ski and outdoor heritage of the London shopping area, and sees the brand join some of the biggest names in the UK ski industry, like Ellis Brigham and Snow+Rock.
Peak Performance’s new London address is 49 Long Acre, Covent Garden (WC2E 9LS). Trading hours will be 10 am-7 pm Monday-Saturday, and 11 am-5 pm Sunday.
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