by Jackson Hogen | Aug 26, 2022
2023 Kästle Boot Brand Profile 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...
by Jackson Hogen | Aug 11, 2022
2023 Rossignol Boot Brand Profile With the arrival four 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)...
by Jackson Hogen | Jul 28, 2022
2023 Tecnica Boot Brand Profile 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...
by Jackson Hogen | Jul 28, 2022
2023 Nordica Boot Brand Profile No other leather boot maker profited more from the transition to injected plastic shells than Nordica. During most of the 1970’s and 80’s, Nordica’s unit share of the world market was so dominant the only...
by Jackson Hogen | Jul 28, 2022
2023 Head Boot Brand Profile 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...
by Jackson Hogen | Jul 28, 2022
2023 Atomic Boot Brand Profile It’s unlikely that Atomic management foresaw just how much its boot brand would come to depend on a modest line of recreational boots it launched some 15 years ago. Called Hawx, its unique feature was vent-like creases on both...
