After Months of Rumors, Armada Is Officially Joining the Snowboard Game
After months (or years?) of industry rumors, we now have official confirmation that Armada, long associated with the development of freeskiing, is entering the snowboard market.
Trevor Brady, who’s worked at K2 Snowboarding, the board shop Milosport, and Arbor, broke the news on TheBomb Hole, a snowboarding podcast. Brady told the host, Chris Grenier, that Armada needed someone to sell the snowboard gear, which led to him entering conversations about the brand’s new arm. He’s now the “global sales manager for Armada Snowboards,” he said.
Brady noted that Armada’s snowboarding products, which will include boots, bindings, and boards, will be available in the future. He said that Paul Maravetz, the co-founder of Rome Snowboards, is involved and hired “dedicated young ripping snowboarders” to engineer products. An athlete team has been assembled, too.
“All of us love and care about snowboarding pretty much more than anything in the world,” said Brady. “It’s really cool, because the ski side is awesome. There’s a bunch of great people that work there, but they empower us to do what’s right and what we think is right for snowboarding.”
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Founded in 2002 by a crew of skiers that included future greats like JP Auclair and Tanner Hall, Armada is tied closely to skiing’s once-fledgling park and street scene.
Hall remains a member of the athlete team, alongside other big names, including Henrik Harlaut, Phil Casabon, and Sammy Carlson. In 2017, the sports gear conglomerate Amer, which also owns Salomon and Arc’Teryx, announced that it had acquired Armada.
Armada’s foray into snowboarding follows the release of a LINE Skis snowboard last year.
Grenier, on the Bomb Hole, asked Brady about ski companies making snowboards, which have, at times, irked snowboarders. “When you have a ski company, a lot of people in snowboarding have a negative tone towards ski companies that want to come into snowboarding,” he said. “What are your thoughts on that?”
“Wait and see,” Brady responded. “If a brand is giving back to athletes, focusing on retail, supporting endemic media, and making good products at an affordable price, and are giving back to snowboarding, then that’s what’s really important.”
Brady continued, saying, “I think that we can bring something that is good for snowboarding, that helps the entire ecosystem that is snowboarding.”
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