Smith Optics, an international leader in technical eyewear and one of the best brands of ski helmets, cycling and outdoor gear, has presented its calendar of activations in Europe for winter 2026, a particularly symbolic season in which the brand celebrates 60 years of innovation in the service of performance, protection and functional design.
Since its founding in 1965, SMITH has built its identity around a clear idea: improving the mountain experience through pioneering technologies such as interchangeable lenses, the integration of KOROYD® for superior impact absorption, and Mips® brain protection systems, which have now become industry standards. On this anniversary, the brand is reinforcing that DNA by opening its doors even wider to the community.
Mountain Hub and Smith Hub: much more than a product, a shared experience
During the winter of 2026, SMITH will roll out its HUB concept at various Alpine resorts. This mobile, experiential space is designed to be a meeting point for athletes, products, and users who are passionate about skiing or snowboarding. As the brand explains in its official presentation, the HUB is not just a showroom: it is a place to test products in real conditions, interact with the SMITH team, and understand how technology translates into sensations on the snow.
The SMITH MOUNTAIN HUB will allow visitors to discover and test the new winter collection -goggles, ski masks, and helmets- participate in guided demos, meet athletes, enter raffles, and enjoy community moments in an authentic alpine setting.
The premiere of this format will take place in Arosa Lenzerheide (Switzerland) from January 16 to 18, 2026, a resort particularly appreciated for its diversity of terrain and its commitment to the skier experience.
THE SMITH HUB: Music, Riders, and Mountain Culture
At the same time, THE SMITH HUB, the brand’s most lifestyle-oriented and interactive format, will be returning: a traveling space where technology coexists with mountain culture. Music, round tables with athletes, games, limited edition merchandising, and après-ski are all part of this proposal, which will stop at Lech Resort (one of the best ski resorts in Austria) from January 22 to 25, 2026.
The highlight of the tour will be in Alta Badia, in the Dolomites, one of the largest ski resorts in the world, from February 6 to 21, 2026, coinciding with one of the greatest moments of the European winter season. Opposite the Club Moritzino, with direct access from the Piz La Ila ski lift, SMITH will install its most ambitious Mountain Hub to date.
Among other launches, the space will showcase the Series65 capsule collection, created to commemorate the brand’s 60th anniversary, along with technical demonstrations and live broadcasts of events in the area, commented on by SMITH athletes Silvia Bertagna and Pietro Canzio.
Iconic product: the 4D MAG™ ski mask, the gold standard
Among the season’s leading models is the SMITH 4D MAG™, one of the most advanced goggles on the market. Its innovative 4D lens, which expands the lower field of vision, combined with ChromaPop™ technology, improves depth perception and contrast in all conditions. The MAG™ magnetic interchangeable system allows the lens to be changed in seconds, even with gloves on, making it a benchmark for both freeriders and demanding skiers.
Other key models such as the Squad MAG™ and the I/O MAG™ complete a range that places SMITH among the most recognized brands by expert and professional skiers.
A celebration at the top
On February 14, SMITH will invite the entire community to a big après-ski party at Club Moritzino, celebrating its 60th anniversary alongside riders Marion Haerty and Xavier de Le Rue, in an event that will combine music, drinks, gifts, and mountain spirit.
With this European tour, SMITH not only celebrates six decades of history, but also reaffirms its commitment to an authentic, technical, and shared way of experiencing the mountains, where innovation makes sense when it serves the real experience.
