Conte of Florence’s venture into the world of winter sports began in the Seventies with sponsorship of the Italian National Ski Team, the famous Blue Avalanche, with its key personalities such as Gustav Thoeni and Pietro Gross, and later the golden age of Alberto Tomba and Deborah Compagnoni. Over the years, the brand’s team of athletes-ambassadors has included names of the calibre of Ingemar Stenmark, Hermann Maier, Pirmin Zurbriggen, Ivica and Janica Kostelic, Didier Cuche, Martina Ertl, Kjetil André Aamodt, Lasse Kjus and many others. A pivotal role in bringing Conte of Florence onto skiing’s highest podiums has been played not only by the timeless accessories worn by skiing professionals and enthusiasts all over the world, but also various inventions such as the Happy Head shock-absorbing helmet. By cushioning blows, the helmet allowed skiing champions to negotiate the gate poles with greater confidence, reducing the risk of hitting them with their arms and so saving precious seconds. Roc Petrovic, the first skier to wear one, won by a wide margin, contributing to Conte of Florence becoming Official Sponsor of numerous national alpine ski teams, including France, Switzerland, Germany, Slovenia, Norway, Austria, Sweden, the United States and Canada, with which the brand was linked for many years to come.