Ever since Marcel Hirscher ended his professional career at the age of 30 in September 2019, he has been playing with his fans and the general public, always hinting at his comeback and then pulling back. Everybody considered that part of his PR strategy meant to promote his own skiing brand, Van Deer, which he developed with a generous Red Bull budget.
However, until 2024, he never mentioned a possible comeback. On the other hand, his fans desired to see him compete so much that they saw the hints everywhere.
Hirscher´s Happy Retirement
Marcel Hirscher enjoyed his retirement and the opportunity to develop his own perfect pair of skis. He had always been one of those skiers who reveled in discussing the skis and conditions with the ski technicians. He understood the various qualities of snow and his equipment, as well as the need to tweak it to absolute perfection. Developing his own skis and cooperating with racers, like his old buddy and rival Henrik Kristofferson, was a dream job for Marcel. Occasionally, he posted a photo of himself training with complete equipment among the gates. A few sentences describing how much he enjoyed the activity accompanied the images, nothing more.
But nothing more was needed for the fan to start speculating. These hints were perhaps part of Hirscher’s PR strategy, which worked perfectly, as the whole Van Deer brand, both its marketing and its image, revolves around him.
The Skistar Announces Big Comeback
Although the Austrians would surely be happy to welcome their national hero back, Hirscher chose the Netherlands as a flag he would race under, as his mother is Dutch. In April 2024, he announced that he would return to the World Cup circuit. Fans were thrilled. Hirscher, now 35 years old and more than a bit race-rusty after 5 years in retirement, clearly stated that he will be racing for joy, not for trophies. Still, the skiing enthusiasts already see him chasing podiums and making life difficult for the current superstar, Marco Odermatt.
Just imagine two of the best skiers of all time in one competition. Marco Odermatt seems unbeatable just like Marcel Hirscher did in his prime. People have constantly been speculating. Could Marcel beat Marco? Now, they could have the answer. Or could they?
Considering Marcel is 8 years older and returns after 5 years of retirement, and Marco is in his prime, enjoying the best seasons of his life, the competition is barely fair. But still, both of them managed to be so good that racing against them seemed unfair. They both raced in a league of their own. Indeed, standard rules do not apply to these two.
So, Will We See Marcel on Saturday in Sölden?
FIS announced that he could compete, and they granted Hirscher the Wild card. However, the master of mysteries still did not say whether he would or would not compete. He was training over the summer and arrived in Sölden this week, but still, no official announcement came (till Friday, noon, the time this article was written). Officially, he will compete only if his form allows it. Surely, he knows that by now. But as always, he lets his fans speculate and revels in their uncertainty.
So, let us look forward to the races. Because with or without Marcel Hirscher, Sölden is a thrilling venue to watch.
