#sheskis was chosen because it is a simple, logical statement that helps drive the rest of the campaign. According to Atomic, the content will not be girly and ultra-feminine, but rather neutral and skier specific, with the imagery and content pushing a high level of athleticism with a bit of female flair. Atomic.com will dedicate a full start page to its female skiing community and launch the campaign from September 5th onwards.
From Atomic: #sheskis is a movement connecting skiers around the world. Skiing more confidently than we thought we could and crashing more than we should. We are a community of skiers, united by our love for skiing.