Thursday, December 24, 2015
Armada skis now available at Alpine
Here is the story-
The idea started because of a void. It was the early 2000’s: how people were skiing was changing, but traditional ski companies continued to anchor their brand identity in ski racing. Freeskiing was a departure from anything that had come before it– sharing more in common with the freedom of snowboarding, skateboarding and surfing than it did with anything seen in skiing at the time. This new movement left more to the imagination, and there was a shared sentiment among a new generation of skiers that the progression they were pursuing should be implicit in its brands. The time had come for a brand that did exactly that.
People at the center of skiing’s evolution got together: five skiers and a photographer from different mountainous regions across the US, Canada and Europe consisting of JP Auclair, Tanner Hall, JF Cusson, Julien Regnier, and Boyd Easley, along with the snow sport photographer, Chris Connell or “OC”. This crew was perfectly poised to adapt the team-based model of snowboarding and skateboarding to a ski brand. OC wrote a business plan that began simply;
Armada-What Skiing will Simply Become.
So stop into Alpine and check out the 2016 skis on the wall. The Invictus series is absolutely amazing. Ebvery skiier in the shop who got on a pair last year fell in love.