K2 Brand Profile

Overview

K2 once reigned over the US market for so long, its sales leadership practically became a cliché. The keys to its sustained success were manifold, but from a product standpoint it’s not hard to summarize: K2’s have always been easy to ski.  Regardless of your skill level, your terrain preferences or your gender, there’s a K2 for you and chances are you’ll love it.  Given K2’s longstanding preeminence, just about every American with 20 years on the snow has owned a K2 at some point, creating a groundswell of skier-to-skier endorsements that has kept the K2 ball rolling even when, on occasion, it’s been deflated.

It’s been several years since the investment group Kohlberg & Company acquired K2 (along with a fistful of other ski brands).  It’s impossible to effect much change in year one, so it was no surprise the ski collection didn’t move much in 2019. But while the Pinnacle design limped to the finish line two years ago, R&D was preparing a sweeping overhaul of K2’s men’s and women’s core collections.  The limited quantity of the new Mindbender series available in the spring of 2019 were snapped up by eager consumers, auguring well for a brand rebound.

The women’s market has always been vitally important to K2 – 2019 marked the 20^th anniversary of the K2 Alliance – and the current collection shows admirable gender balance.  For every unisex Mindbender, there’s a Mindbender Alliance model to match.  The ladder of women’s Mindbenders extends from the Mindbender Alliance 85, pitched to the intermediate market, all the way to the Mindbender 115C Alliance, one of the fattest made-for-women models you can find. All but the lowest price point models use women’s specific cores and tooling. 

The ski line overhaul that began with the Mindbenders continued in 2021 with an all-new Technical/Frontside series dubbed Disruption and the return of a twin-tipped collection named Reckoner. The headliners of the Disruption series are 5 Technical models – an arena where K2 has been all but invisible – 3 for men and 2 Alliance models for women. The signature technology for the Titanal models is a tip-to-tail band called Ti I-Beam; full length carbon stringers energize the non-Ti Disruptions. Completing the Disruption field are 5 unisex Frontside models serving the full spectrum of skiers who inhabit groomed terrain.

Twintips have always found a home in the K2 collection, but they haven’t had a family to call their own since the Shreditors. Enter the 2021 Reckoners, playful, carbon-powered twins in 102mm, 112mm and 122mm waist widths.  If the mountain looks like a series of linked launch pads to you, the Reckoners are ready to send you into orbit.

The 2023 Season

For the 2023 season, K2 has not only significantly improved its cornerstone Mindbender Ti collection,  it’s created a whole new off-piste family, dubbed Dispatch. The Dispatch skier isn’t into touring, per se, but a powder hound focused on thrilling descents, however he’s able to access them. The 3-model series, at 101, 110 and 120 widths, is clearly targeted at the off-trail world, but with the accent on the descent not the ascent.

The arrival of Dispatch caused K2 to subtly shift the emphasis of its established Mindbender collection to all-terrain, lift-assisted skiing.  Accompanying the shift in accent is a product change that is truly transformational: K2 altered all the dimensions of the Y-Beam Titanal laminate that governs how it grips. The Y-Beam fork in its forebody has a new shape, as does its tail section, which moved most of its mass towards to the rear.  The elevation in on-piste performance is stunning, making the Mindbender 99 Ti and Mindbender 89 Ti the most improved 2023 models in their respective categories. The new MB 108 Ti would also most likely have outshone its predecessor, but conditions conspired against us and we never got them on snow last winter.