The first lines of High Seas oilskins and the Stormy Gear System, a jacket-overalls-vest combination, come into being and are immediately put to the test against the ocean waves aboard Pierre Fehlmann's Maxi Merit in the two editions of the Whitbread race, the round-the-world crew trip. 1991 marks our partnership with the Yacht Club de Monaco and the founding of the historic PrimoCup.In 1992 we open our first two SLAM Shops: in Porto Venere (La Spezia, Italy) and Cowes(Isle of Wight, UK), the home of international yachting.

Years of research and innovation contribute to defining the SLAM product portfolio with the creation of the Mistral, the first technical sailing shoe with non-slip grip, the women's line, the junior capsule and even the first wetsuits. Even then, we believe wholeheartedly in the innovation and sailing spectacle of the acrobatic Australian 18' skiffs, the ancestors of the Olympic 49er.

At the 2000 Sydney Olympics, we celebrate 20 years of collaboration with the Italian Sailing Federation with gold and silver medals for Alessandra Sensini (Mistral sailing board) and Luca Devoti (Finn single). In 2002, SLAM garments are selected for the Umpires of the LouisVuitton Cup in Auckland for their innovative fabric featuring UV protection. During these same years, we also climb aboard the 60’ Tiscali joining the unforgettable Simone Bianchetti, who claims third place in the AroundAlone, the solo round-the-world race including stopovers.

A long and fruitful partnership kicks off with the most successful sailor of his generation, Olympic gold medallist, America’s Cup winner, Russell Coutts. Together we engineer the innovative and high-performance technical line that bears his initials. In 2007 we land in the America's Cup aboard the colourful Shosoloza for the first African challenge with one of the evet’s most ethnically diverse crews. At the Beijing Olympics in 2008, once again alongside the Italian Sailing Federation, two more medals arrive with Alessandra Sensini's silver and Diego Romero's bronze in the Laser class.

We produce the first oilskin on the market, made of a three-layer elastic fabric, supplied to the BMW Oracle Racing Team crew as they claim the Auld Mug at the 33rd America's Cup! At the same time, SLAM takes its first steps in its pursuit of a sustainable future by supporting explorer and navigator Mike Horn who, onboard Pangea, travels the seas to monitor the state of the planet. 

A partnership with Franck Cammas, who won the Volvo Ocean Race (the round-the-world race) aboard Groupama, drives the development of our 'Off Shore' technical line. At the 2012 London Olympics, we kit out the emerging champions of the Australian and New Zealand Sailing Federation, including Peter Burling and Blair Tuke (NZL). This period also sees the global outset of foil mania with the first Moths. Our commitment to the new generation of sailors continues to intensify throughout these years with continued support of the Italian Optimist Class, a true training ground for national sailing, in which education of the sea and sailing take centre stage.

SLAM celebrates its 40th anniversary. For the occasion, we conceive 'I AMGENOVA': a vast photographic project that captures the faces of Genoa (1332 faces), carried out by renowned photographer Settimio Benedusi. A collective event that engaged both citizens and institutions over the course of a week. The year is one of multiple anniversaries, with SLAM partnering up with the momentous 50th edition of the historic Barcolana in Trieste, the world's largest regatta. For this particular event, we produce “Down there on the right”, a documentary that describes the history of the Barcolana, tracing it back to the genuine and profound spirit that inspired it.

In July 2021, SLAMis acquired by the Italian holding company VAM Investments. Enrico Chieffi, a sailing champion and successful manager becomes CEO, charting the company's new course. The current SLAM logo comes into being: are interpretation of the historic 1979 brand name, accentuating its dynamic character with slanted lettering. We partner up once again with the Italian Sailing Federation for the four-year Olympic preparations through 2021-2024. We climb aboard EmiratesTeam New Zealand for the 37th America's Cup as official technical apparel supplier. The Tita-Banti crew, gold medallists at Tokyo 2021, become SLAM Ambassadors. The call of the Ocean returns with the human stories of sailing experiences involving the Slam Squad: the teams participating in the Transat Jacques Vabre.

An important year with highlights including partnerships with Emirates Team New Zealand for the America's Cup, the Italian Sailing Federation for the Olympics and the Nacra 17 crew Tita-Banti. We strengthen our commitment even further to promoting sailing sports among younger generations by supporting the Italian RS21 class in the under-23 project, the Foiling Week, Fraglia Vela Riva and the MAXI 100' ARCA SGR. Our ambassadors now include Italian ocean sailor Alberto Riva and French skippers Sebastien Simon, Arnaud Boissieres, Erwan Le Draoulec and Luke Berry, Alexia Barrier's The FamousProject, and the all-female crew featuring hallmark names, such as Dee Caffariand Marie Tabarly.