Overview Every mainstream ski brand can trace its roots to a founder, a visionary who nursed a fledgling idea to life. If we’re aware of a brand’s history (a big if), we’ll associate the brand’s formative years with the sepia-toned photos of its first factory. But...
Roughly a decade ago, Tecnica was at a point in its evolution where it had to change. The brand still had market mojo, but the line was due for an upgrade. Once a brand decides it needs new molds, all ideas are on the table until eliminated in the R&D cage match...
Why would a relatively small ski company decide – seemingly out of the blue – to absorb the absurd expense of becoming a boot supplier? The answer to this question isn’t the usual brand-extension story, although that must be part of the overall strategy....
With the arrival five years ago of the Alltrack Elite LT and Pro LT – for Lightweight Touring – Rossi complemented its Speed (standard 2-piece shells) and Track (similar shells, but with a hike mode) collections by adding a new shell design made for the touring...
Over most of Head’s storied history as a ski brand, lighter weight hasn’t exactly been top of mind. They’ve been better known for building battleships as opposed to skiffs. Two pivotal shifts, one global and one local, have made lightweight design a priority, if not...
