Bogner appoints alpine skier Emma Aicher as brand ambassador

German sportswear brand Bogner has named alpine ski racer Emma Aicher as a brand ambassador, expanding an existing outfitting relationship, according to FashionUnited. The company announced the appointment on November 9. Aicher has worn Bogner for the past six years through its partnership with the German Ski Association (DSV).

The company said the new role extends the collaboration beyond race equipment. Aicher will represent its ties to elite alpine skiing and its Performance Luxury positioning, which places enjoyment of skiing alongside athletic performance. Chief executive Arne Freundt highlighted her downhill speed and slalom precision.

Bogner has outfitted the DSV since 1952 and announced in October that it would remain outfitter of the German alpine ski teams through 2030. The company said its race suits are individually tailored for fit, freedom of movement and aerodynamics. It also highlighted four-way stretch fabric, waterproof sealed seams and ventilation zips in its skiwear.

Why it matters For sportswear businesses and buyers, the appointment shows how Bogner is extending an established athlete-outfitting relationship into broader brand representation, connecting technical ski apparel with its luxury positioning.