January 19, 2010 (Helsinki, Finland) – One Way is launching the latest development in their carbon cross-country ski pole collection: the new “extra hot” world cup Diamond Storm 10Max. One Way, the authentic Nordic sports brand from Finland, has been the No 1 trend setter in Nordic sports. The young and very modern company has created new ways of marketing and surprised Nordic community with new standards in cross-country ski products. Now One Way has launched a new premium innovation in cross-country racing poles – the new Diamond Storm 10Max “extra hot”.

One Way racing poles have been famous for the exclusive swing performance and lightness. Today the R&D department developed a new generation of stiffness and strength for the shafts with an exclusive Titanium coating in the centre of the carbon shaft. By improving the stiffness and strength of the shaft the unique weight of only 57g/m hasn’t changed and the swing performance is still a benchmark in cross-country racing. The shaft is built with foru different kinds of High Modulus Diamond carbon fabrics and a unique layer construction with more than 11 different layers.

The new One Way Diamond Strom 10Max “extra hot” is probably the hottest cross-country pole on the skiing scene. A new developed 3D-shaped Rabbit strap and the extra light flash basket (only 8g) are the extras with the new carbon pole. This exciting new pole has already been introduced to the best athletes and will be available in selected stores during summer 2010.

One Way is the exclusive pole partner of many World Cup, Biathlon and ski marathon athletes, like Kristin Steira Störmer, Vincent Vittoz, Pietro Piller Cottrer, Virpi Kuitunen, Aino-Kaisa Saarinen, Petra Majdic, Odd Björn Hjelmeset, and Tobias Angerer.

For more information visit www.onewaysport.com“>here. One Way Sport OY is a Finnish based sports brand with headquarters in Helsinki. One Way products are available in 28 countries around the world. The company is specialized in high quality Nordic sports products such as carbon ski poles, Nordic sports footwear, textiles, roller skis and Nordic sports glasses.