100Percent’s 2026 Snow Collection BTS: 

First Tracks on Untouched Terrain in Sweden's Arctic North

To capture the breathtaking visuals of 100Percent®’s 2026 Snow Goggle Collection, an elite creative crew was assembled—featuring top-tier ski athletes, seasoned terrain guides, and world-class media pros.

In this exclusive behind-the-scenes look, discover how the team tackled remote challenges to unlock a never-before-ridden line deep in the Swedish steeps—all in pursuit of the perfect shot. Plus, get firsthand insights from professional mountain guide Stefan Palm, who led the charge into untouched terrain.

Can you tell us about yourself, and the location chosen for the 2026 Snow Collection campaign shoot? 

Stefan Palm: So, my name is Stephan Palm. I’ve been a mountain guide for more than 30 years, and we have run Heliski Guides Sweden since 1989 with my wife Pia. We chose Abisko Mountain Lodge in the north of Sweden because it’s the best location to get into the mountains no matter what kind of weather we have.

Who else was on the trip?

Athletes Max Palm and Marcus Goguen, video director Jules Bellot, photographer Matteo Challe, myself doing the guiding—special thanks to Pia Palm, the Abisko Mountain Lodge and David Rosén. 

How was the vibe during this trip?

Stefan Palm: For me, it was fantastic to work with a group of friends from [my brother] Max’s team. When he first asked if [the team] could come, I immediately thought, “Of course we’re going to help.” Then, when [everyone] showed up, to see the talent and the amount of knowledge within each discipline, it was amazing.

Can you tell us about the team dynamic?

Stefan Palm: I appreciated how professional everyone was in their mission to find the right shots, lifestyle, sequence, or action. The camaraderie between Max, Marcus, the filmers, the photographers, and the 100Percent creative director, created a really good atmosphere. Everyone knew what they wanted. And that’s visible in the final product: in just 40 seconds, you can see so much of what it felt like to be there. It was a young team, but incredibly motivated and skilled, photographers and skiers alike.

What else did you get from the shoot?

Stefan Palm: For me, it was almost educational. The way you [everyone] appreciated the food, the lodging, the details, those small things really added to the whole vibe. You appreciated everything, you understood where you were and what you were getting.

Moving on to the skiing, can you tell us more about how you, as a guide, adapted to the conditions? 

Stefan Palm: Well, since I’ve been skiing up there for so many years, I have certain areas that I like to take media crews to, terrain that works visually and technically. This year was a bit challenging because it was a difficult snow year.

How did the snow conditions change your approach to the shoot? 

Stefan Palm: Some usual spots weren’t in condition, but I had one face in mind. It had never been skied before, actually. It’s something I always wanted Max to ski.

How did the team go about opening up the new line?

Stefan Palm: When [everyone] came, I just needed to fly [everyone] there [to] see it. I think Marcus and the photographer Mateo, they both loved it from the start. Setting it up was great, and it gave a really nice result.

What has been the response since showing the world the footage from the shoot?

Stefan Palm: People from all over the world have reached out after seeing it, they didn’t even know we had terrain like that in Sweden! I’m super happy I got to do that with [the team]. The conditions were good, and the level of the skiers made it safe and possible. But of course, safety always comes first, that’s the number one priority.

Did you come up with a name for that face that was skied?

Stefan Palm: I think we named it, but we’ve been looking at that face for five or six years. Funny thing, another operator I used to work with told me he’d been eyeing it for years, and he was happy to see it finally got skied! Even the locals were happy, everyone felt proud that it happened.

The drone shot of that face looks incredible—does it give you any ideas?

Stefan Palm: Yeah, it’s great. I watched it on Facebook and Instagram, and you can see even more potential lines there. With the right conditions and light, there’s still so much to do.

I wanted to ski the couloir right next to it, but Marcus and Max said the shade wouldn’t be good, so we skipped it. Timing is everything up there.

Well, glad we made it happen.

Stefan Palm: Yeah, same here. Like we say, it takes two to tango, it was a collaboration between us and it turned out great.

2026 Snow Goggle Ski Campaign - Crew Members

Athletes: Max Palm & Marcus Goguen 

Directed by Jules Bellot

Music by Fabian Mazur

Photography by Matteo Challe 

Guided by Heliski Guides Sweden, Stefan Palm

Special thanks to Pia Palm, the Abisko Mountain Lodge, David Rosén

Produced by 100Percent SpeedLab

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