LAAX OPEN 2026

The raw energy of the riders, the pulse of the music, and the unmistakable style of a community that doesn't just visit the outdoors; they own it.

Every January, the peaks of Graubünden transform, as Laax becomes the undisputed capital of European freestyle. This isn’t just world-class skiing and snowboarding, it’s the beating heart of freestyle. 

LAAX OPEN isn’t just a competition; it’s a cultural magnet for 50,000 athletes, creators and fans. From the 10,000 spectators screaming under the night-final floodlights to the thousands soaking up the vibe all week, this crowd is here to be part of something bigger.

For our brand partners, this audience is a major connecting point:

The Cross-Over: 70% of our mountain lovers also shop for fashion. 

The Opportunity: These aren’t just hikers or riders; they are style-conscious consumers who treat the mountain like a runway. 

For brands, succeeding in the Outdoor space is no longer a niche play, it's the key to winning in everyday fashion and lifestyle.

Zalando returned as the presenting partner for LAAX OPEN 2026, connecting brand partners and style enthusiasts. We’re here to champion and celebrate the culture that inspires us. Being on the ground means:

• Curating exciting experiences for outdoor enthusiasts

• Engaging directly with the community

• Amplifying  their cultural impact

LAAX OPEN is not just a sports destination. It’s where the outdoor generation gathers. And Zalando is right in the heart of the action.

Our partnership with The North Face is defined by a shared mission: taking gear off the digital grid and onto the mountain where it belongs.

By working directly with athletes, The North Face ensures every technical nuance is put to the ultimate test on the terrain it was built for. In an industry shifting toward authenticity, LAAX offers more than visibility; it provides true cultural relevance.

Just as a skier needs the right gear to perform, a brand needs the right partner to thrive in a shifting market. Zalando Marketing Services (ZMS) partnered with The North Face at LAAX OPEN to bridge the gap between digital content and real-world experience. 

In a shifting market, we help brands ZMS to inspire consumers both online and in real life. To move beyond the digital feed and to create extraordinary moments with customers that resonate far beyond the screen. By turning these moments into authentic growth, partners can scale across 25 European markets and build long-term loyalty with style-conscious consumers.