email@example.com; (801) 975-9500
Phil Herbert - Online Brand Manager
Ski dimensions: 138-118-138 (177), 140-119-140 (187)
Available length of skis: 177, 187
Target market with the featured skis: Progressive freeriders.
Two sentence description of featured skis: The YLE was designed and prototyped by Wiley Miller and Cody Barnhill in our in-house prototyping facility (The White Room). The YLE is a near symmetrical big-mountain park ski with tip and tail rocker, built to take Wiley’s style of progressive tricks, stomped switch landings and big lines to the backcountry.
Ski dimensions: 124-100-116 (159), 124-100-116 (168), 129-104-116 (175)
Available length of skis: 159, 168, 175
Target market with the featured skis: Women who ski better than their man.
Two sentence description of featured skis: Building on the success of the Madonna, the Aretha takes women’s specific construction and adds modern shapes and an early-rise tip. The Aretha is the do-it-all ski for hard charging women who want stability in all conditions: from powder, to crud, to mach-ing down the groomers on the way back to the lift.
What’s on the horizon for next year’s skis?
We are expanding our White Room capabilities, and prototyping all of our new designs in-house. This allows us to take concepts and inspiration directly from our riders and turn them into physical products immediately.
We are also introducing semi-cap construction in some of our new models to blend performance and durability.
What are three of the biggest forces shaping the changes and developments you’ve made?
This year we’re taking our mission of rider inspired designs along with our new construction technologies straight to the press in order to serve the ever-expanding freeride scene.
Any completely new models (including pro models)?
We have four new models this year. We have the YLE, a big-mountain park ski; the Aretha, a women’s all-mountain ski with tip rocker; the Switchblade, our premier park ski; and the Blondie, a women’s park ski.
We are retiring the TNK and bringing it back in a slightly new form as the Switchblade.
What will be your best selling ski? Why?
We are expecting the CRJ to continue it’s popularity within the powder/freeride culture due to it’s playfulness and performance capabilities. Among the newcomers, we expect the YLE to fill a niche that hasn’t been well represented by the industry in the past.
Any new materials or construction technologies?
We have introduced semi-cap construction into the YLE and the Switchblade. The Pique will also incorporate early-rise into the camber profile of a traditional carving ski.
What themes are you seeing for colors/graphics?
We continue to give our riders creative control over their ski graphics, and within this, we strive to not only create great skis, but also pieces of art that look good on store shelves, and on customer’s feet.
What are price points doing?
We have worked really hard to bring some of our models down into the price-point category without sacrificing manufacturing quality or performance.
What market segment are you focusing on? How and why?
We are focused on all skiers within the freeskiing market.
What types of skiing do you see leading sales next year (racing, all-mountain, park, etc) and why? How are you planning ahead for that?
We see continued growth in the freeskiing/powder/backcountry market. We have always been distinctly integrated within the freeskiing world which allows us to push the innovation in this area.