Lange has traveled a long way as a brand without ever leaving home. The motherland for Lange lies between the boundaries indicated by the start and finish of a World Cup race. The plastic boot that truly revolutionized modern Alpine design, Lange long ago established...
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 sides of the forefoot, perceived as a fit...
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 competition was for second place. It responded to the surge in...
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...
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)...
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...
