Featured Image: Joe Maher, Courtesy of Peak Performance | Skier: Theo Thoren
Covet Garden Piazza, London, got a taste of freeskiing this weekend as Peak Performance hosted a rail jam with some recognizable names. The setup was unique and eye-catching, especially when considering the event was held in a city and country that aren’t exactly known for their skiing. Nevertheless, it was an awesome sight to see music, jib features and a quarter pipe in the heart of London.
You probably recognize Peak Performance thanks to their world-class outerwear and proud partnership with the Freeride World Tour. For a company that has dedicated so much time and money to freeride skiing, it’s surprising to see them throwing down in the streets of London. But that’s exactly how the esteemed brand celebrated the opening of their new store.
Designed in collaboration with All Conditions Media, the freestyle layout in the streets offered two approaches. Riders could hit the jib section (comprised of a rail and box) by dropping in from the platform perched on top of the white Peak Performance school bus. Or, skiers could opt to being towed by a winch and hit the quarterpipe.
As the day progressed, the fence line around the features became engulfed by excited onlookers. The 1000 Skis crew showed out, with riders Alex Hackel and Theo Thoren holding it down. Hackel shined on the jib features, and Thoren earned his stripes battling the winch to quarterpipe set up, stomping several attempts.
But it was truly 14-year-old skier De-ja Parker who stole the show. Freeride World Tour veterans Kristopher Turdell and Hedvig Wessel showed up to open the store as well, giving the people grade A entertainment from inside the Peak Performance booth.
While the event was a great success, it wasn’t the first of its kind. Twenty years prior, the Covet Garden Big Air hosted UK snowboarders in the same spot. That was the first time freeride culture was truly presented to mainstream culture in the area, and it left a definite mark, as Covet Garden is now a staple for outdoor retailers. It’s great to see Hackel, Thoren and friends paying tribute years later.
