The professional trajectory of professional skier Laurent de Martin has reached a significant inflection point this autumn. After dedicating three years to the development and management of his independent ski brand, Simply., de Martin has announced his departure from the company. This strategic shift is designed to prioritize a return to the core elements of his career: creative filmmaking, personal skiing development, and long-term athletic growth. The catalyst for this transition is the release of his latest project, Rêverie, a seven-minute short film shot exclusively on 16mm film, which serves as both a creative departure and a narrative bridge between his previous business ventures and his new partnership with ZAG Skis.
A Chronology of the Transition
The timeline of this transition began to take shape during the most recent winter season. Having spent three years balancing the logistical demands of operating an independent brand, de Martin sought a medium to document his rediscovery of the sport. The project officially commenced with a production trip to Japan, where de Martin collaborated with cinematographer Tyndall Wells.
The initial objective was modest, intended primarily as a personal exploration of movement and aesthetic expression. However, the raw footage captured in the Japanese backcountry—combined with subsequent filming sessions in the Région Dents du Midi, Switzerland, and a final summer production cycle—exceeded the creators’ expectations. Recognizing the artistic potential in the 16mm medium, de Martin partnered with Jules Guarneri and Lionel Moerch to expand the project into a comprehensive short film.
By the spring of 2026, the focus had shifted from merely capturing content to crafting a cohesive narrative about the nature of change. As the production phase concluded, de Martin finalized his departure from Simply., effectively closing a chapter that had defined his professional life since 2023. By early autumn, the collaboration with ZAG Skis was formalized, marking the beginning of his next professional phase.
Artistic Methodology: The Choice of 16mm
In an era defined by high-definition digital cinema and rapid-fire content consumption, the choice of 16mm film for Rêverie is a deliberate technical statement. Film production, particularly on 16mm, requires a high degree of discipline, as it limits the amount of usable footage and demands a more intentional approach to composition.
From a technical standpoint, the texture and color science inherent to 16mm stock provide a distinct visual aesthetic that differentiates the project from standard action-sports media. The production team had to navigate the inherent risks of shooting on celluloid in extreme cold, including potential shutter malfunctions and the logistical difficulty of transporting specialized equipment across international borders. This methodology aligns with the thematic core of the film, which explores the "slow down" of the creative process—a direct contrast to the accelerated pace required by his previous role in the direct-to-consumer ski market.
Economic and Industry Context
The professional pivot made by de Martin reflects a broader trend within the action sports industry, where athletes are increasingly moving away from the traditional model of singular brand ownership toward multifaceted roles that combine athletic performance with creative consulting.
The independent ski brand market, which saw a surge of activity between 2020 and 2023, has become increasingly saturated. Managing a brand requires a significant diversion of time and capital, often detracting from an athlete’s ability to perform at the highest level of competitive or film-based skiing. By offloading the operational burdens of manufacturing, inventory management, and e-commerce logistics, de Martin is reallocating his professional bandwidth toward the high-value areas of product R&D and creative direction.
ZAG Skis, a brand headquartered in the Chamonix Valley, represents a strategic partner for this transition. The company has historically focused on the intersection of technical performance and mountain culture. By integrating de Martin into their fold, ZAG is likely aiming to bolster its creative output and deepen its connection to the European ski community, while de Martin benefits from the organizational infrastructure that an established manufacturer provides.
Implications for the Athlete and the Brand
For de Martin, the implications of this change are both professional and psychological. The "pause" represented by Rêverie is an exercise in recalibration. Industry analysts suggest that for professional athletes who have reached a decade-plus of high-level competition, the ability to evolve one’s role is critical for career longevity.
The partnership with ZAG Skis suggests a move toward a more integrated model of professional engagement. Rather than operating as a solo entity, de Martin will be involved in:
- Product Development: Utilizing his extensive field experience to influence the engineering of future ski models.
- Creative Production: Spearheading film and photography projects that serve as both marketing assets and artistic endeavors.
- Professional Skiing: Continuing to maintain his status as a premier athlete, ensuring he remains a relevant face in the high-stakes world of freeride and backcountry film production.
This shift allows him to maintain the autonomy of a creative director while benefiting from the logistical support of an established global brand.
Official Premieres and Distribution
The premiere of Rêverie is scheduled for October 3, 2026, at the High Five Festival in Annecy, France. This festival is widely considered a key event in the European snow sports calendar, acting as a barometer for the season’s most anticipated cinematic releases. The selection of this venue underscores the artistic intent behind the film, placing it within a competitive exhibition environment rather than relegating it to purely social media distribution.
Following the initial festival circuit, the film will be screened at various regional venues throughout Europe. A full public release is slated for late November 2026, which coincides with the onset of the northern hemisphere winter. This release strategy is calculated to maximize viewer engagement as the market prepares for the new season.
Looking Toward the Future
The transition from a founder-operator to a partner-athlete is a nuanced career evolution. Laurent de Martin’s departure from the independent brand space does not signify an exit from the industry; rather, it highlights the importance of adaptability. By documenting this change through the medium of 16mm film, he provides the industry with a case study in intentional career development.
As the sports media landscape continues to consolidate, the value of unique, high-quality, and authentic storytelling—the primary focus of Rêverie—is expected to increase. The coming season will serve as a test for the success of his partnership with ZAG Skis, as both parties look to leverage this new collaborative framework to influence the direction of future product design and athletic content.
The narrative of Rêverie ultimately serves as a reminder that the most significant progressions in professional sport often happen away from the glare of competition, in the quiet spaces where an athlete decides to redefine their relationship with their environment and their craft. As de Martin embarks on this next chapter, the industry will be watching to see how these newly established creative freedoms translate into both future film projects and the physical performance of the skis he helps to develop.
