Andy Hare - Director of Product
Unleash Hell: i-core (men’s)
Ski dimensions: 143-113-132
Available length of skis: 185, 195
Target market with the featured skis: All Mountain skiers looking for “what’s next” and looking to access the newly available Sidecountry terrain.
Two-sentence description of featured ski: Backcountry inspired with All Mountain performance, the Unleash Hell is a completely new ski combining excellent performance with increased lightness technology. Designed with High Rise rocker, i-core and optional pre-cut skins Unleash Hell provides features for going up hill with no expense to the going down performance.
Unknown Legend (women’s)
Ski dimensions: 132-80-115
Available length of skis: 156, 164, 172, 180
Target market with the featured ski: Aggressive women skiers looking a versatile ski.
Two-sentence description of featured ski: Women skiers looking for a versatile ski that offers stability and precision but is also suitable for off-piste use.
What’s on the horizon for next year’s skis?
Nordica has 13 completely new skis For 2011-12. We have expanded our High Performance Firearrow ski line by adding 4 new models, 2 men’s and 2 women’s. EDT technology has been incorporated into the top model the Firearrow 74 EDT.
A completely new ski line called Hell and Back features 4 new models with varying waist widths all using Camrock, the evolution of Rocker Technology, i-core construction and optional precut skins. Hell and Back skis are built for downhill performance but include uphill features for All Mountain skiers looking to explore the Sidecountry.
With the success of the Radict ski Nordica has added 2 new models to the All Terrain Freestyle category: The Patron and the Soul Rider. Offering versatility for use on any terrain and in any snow condition with CamRock technology, wood cores and versatile waist widths these two new models meet specific needs for all mountain, backcountry, big lines and B-C jibbing.
What are three of the biggest forces shaping the changes and developments you’ve made?
1. Rocker. It’s good for the market. We feel we have very mature look at developments in Rocker and camber profiles. Rocker is a lot like the shape ski revolution. The ﬁrst shape skis were extreme and then over time the sidecuts came back down to a more reasonable level. The reason is FUNCTION. Nordica has identiﬁed this cycle with Rocker, tested and engineered skis that provide Rocker profiles and characteristics that only improve the skier experience.
2. All Mountain Skiers looking for “what’s next” and incorporating functions of the Backcountry, Sidecountry and Park into the All Mountain experience.
3. High performance skiers looking for skis that have the latest shape and technology but are also fun and exciting. A lot of attention and developments have been made to freeride and big mountain skis over the last 5 years, the profiles, shapes and graphics get a lot of attention where High performance skis with “narrower waists” haven’t been presented with the same amount of excitement. Nordica has added 4 new skis to the Firearrow line that not only deliver just technology, but also design, shape and color.
Any completely new models (including pro models)?
We have 13 completely new ski models.
The Hotrod line has become more streamlined.
What themes are you seeing for colors/graphics?
Brilliant colors and graphics that represent the fun and excitement of skiing