by Jackson Hogen | Aug 10, 2021
2022 K2 Boot Brand Profile When K2 waltzed into the boot market nearly a decade ago, part of the story heralding its arrival was that its team required only 18 months to create a better boot line. There was a whiff of hubris to the claim, as if the marketing...
by Jackson Hogen | Aug 10, 2021
2022 Dalbello Boot Brand Profile No other boot brand has done more with the 3-piece, external-tongue shell design than Dalbello. Dalbello didn’t just copy the Raichle design they adopted; they improved on it. They optimized its...
by Jackson Hogen | Aug 10, 2021
2022 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...
by Jackson Hogen | Aug 10, 2021
2022 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 | Aug 9, 2021
2022 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 | Aug 9, 2021
2022 Tecnica Boot Brand Profile 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...
