When Salomon athlete and ambassador Mike Douglas was training and working at Whistler Blackcomb in the 1990s, the Horstman Glacier was a proving ground for curious outdoor enthusiasts looking to transition into serious athletes. 

Now, over 30 years later, his passion for skiing remains, but the glacier does not. Last year, summer skiing on Whistler Blackcomb’s Horstman Glacier was officially suspended indefinitely.

What Mike noticed decades ago is now impossible to ignore: winters are shifting, snowpack is shrinking, and the places that define outdoor culture are changing in real time. 

This isn’t isolated to one mountain or country; it’s an industry-wide reality. The reality is simple: we’ve taken more than we’ve given back. Now, brands and athletes have an opportunity and an obligation to help restore the balance. 

Compared to the 90’s, we have better language, tools, and awareness around climate change. Progress depends on something bigger: corporate action and collective responsibility. 

Protect Our Winters caught up with Mike to understand how Salomon is stepping up in responsible manufacturing, climate advocacy, and what the rest of the industry can learn from it.

Turning Advocacy Into Action: POW x Salomon

Awareness is everywhere. Action is harder to find. That’s where partnerships like Protect Our Winters and Salomon come in. 

Salomon shows up, not just with funding, but with follow-through. From supporting film projects that reach millions to backing the Quality Ski Time (QST) tour to helping train athletes as climate advocates, the brand is using its platform to advance the conversation. 

At the center of this work are athletes like Mike, who act as a bridge between performance and responsibility. Often called the “Godfather of Freeskiing,” Mike is like a Swiss Army Knife of the outdoor industry—sending massive backcountry lines while running a production company, representing Salomon, and showing up as a POW Canada Alliance member since 2018.

 Photo of Mike Douglas skiing fresh powder

“I like to think I can help balance the desire for net zero from the team at Salomon HQ and the practical realities of participating in high-level sports,” Mike says. “Salomon produces sports equipment for a global market, so small changes in production, supply chain, and how we move athletes around the world can add up to significant benefits.”

That balance shows up in:

• Mapped emissions
• Investing in supply chain efficiency
• Innovative and recyclable materials
• Shifting to local manufacturing 

None of these alone will solve climate change, but together, they send a clear signal to the rest of the industry: this work is possible, and it matters. Salomon shows us just how possible it is to be a business of integrity, character, and a friend of Mother Nature. As Mike puts it simply, “Advocacy is the biggest move brands can play. Partnering with POW was a natural fit.”

Not Every Day Can Be a Powder Day

Athletes carry a special kind of trust in a noisy, misinformed world. They are not just spokespeople, but witnesses. And they will be the first to tell you, conditions aren’t always fluffy and fun. Sometimes, they are dangerous and packed with risk. And when they aren’t in the backcountry, they are in courthouses and boardrooms championing climate conversations with lawmakers. 

Photos by Jay Gallant

“If we don’t speak up, who will?”

Through advocacy training and partnerships, more athletes like Mike are stepping into that leadership role. When that influence is backed by brands willing to take a stand, our power grows even more. 

All Hands On Deck

This isn’t a niche issue. It’s an all-hands-on-deck moment.

The science is clear, the impact is visible, and the outdoor industry has more at stake than most. But the path forward isn’t abstract. It’s already happening.

For many companies, climate action isn’t just responsible. It’s practical. Efficiency saves money. Smarter supply chains reduce waste. Advocacy builds stronger communities and more loyal customers.

Momentum is building across industries. Athletes are speaking up on global stages. Clean energy is scaling faster than ever. Partnerships like Salomon and Protect Our Winters show what’s possible when brands, athletes, and communities move together.

But momentum alone isn’t enough. Winter isn’t waiting.

Mike leaves us with a final call to action that applies across the industry:

“Step up. The window for action is closing.”