January 28, 2005 – User-friendly equipment, retro
graphics, lower price points, multiple uses are just some of the influences
for product development in the hargoods categories at the SIA.05 SnowSports
Show in Las Vegas. Just as in fashion, graphics are where it’s at for the
hardgoods equipment be it alpine, snowboard, Nordic or telemark.
Manufacturers at the SIA.05 SnowSports Show are all designing products to
see who can have the most unique graphics or patterns on their product
lines. While technology is also important and companies are making great
strides in that regard, most consumers will be immediately influenced by
the artwork.

In the snowboard category, snowboard manufacturers are implementing new
technology that allows each consumer to purchase a board specific to the
activity they are performing on the slope be it park, terrain, or pipe.
According to Hunter Waldron, board development engineer for Ride
Snowboards, “some people are owning up to three boards so depending on what
terrain they feel like riding that day, they have a board to fit that
need.” Ride also introduces the Kink board for the upcoming season
complete with 3-D graphics and its own 3-D glasses. Also new to the line
is the Dayglow Heartbreaker inspired by looks from the 80s.

Palmer Snowboards takes their product development to a new low this season
– lower in price that is. Palmer will introduce two new models for men and
women with price points starting at $329. The Jade (women) and the Prodigy
(men) will hit the stores later this fall and will allow the snowboard
brand to penetrate more retail markets. However, for the more price savvy
consumer, Palmer introduces the Platinum decked out in all black from top
to bottom. The board is made completely from carbon and includes no glass
and will retail for $1200. “We have traditionally been a high-end
snowboard brand,” said Marty Carrigan, president of Palmer Snowboards;
however, we decided to introduce a new affordable price alternative this
coming season which will allow us to get our product in more stores.”

Alpine skis, still the mainstay in the hardgoods category, are modifying
products to enhance the skier’s experience. Rossignol will introduce the
Z9 (part of the Zenith Series) for the upcoming season with a wider
sidecut. Heather Ambrose, advertising and communication coordinator for
Rossignol, commented that the ski is similar to the Big Bertha in golf or
an oversized racquet in tennis in that is simply will help you perform
better. She also added, “the Z9 has no speed limit and users can rip it up
on the slope.”

Atomic Ski introduces the idea of modern day science to its newest line –
the Atomic Izor. Geared toward the intermediate skier who likes to carve,
the Izor model is comprised of nano-enhanced materials which can be up to
50 times stronger and lighter than steel. Nanotechnology allows for the
same ski construction throughout each models, but depending on the
molecular mix, the flex and torsion of each ski is regulated for different
performance characteristics. “Simply put, Nanoframe skis perform better
and last longer,” commented Matt Miller, vice president of marketing for
Atomic Ski. “No wonder the next big thing in skiing is small”.

As the surge continues in twin-tip ski sales, which were up 29% according
to the latest SIA retail audit, Dynastar moves to stake its claim in the
newschool market. With the introduction of new technology dubbed Autodrive
Fluid, Dynastar will launch a limited edition ski, Contact Limited, which
incorporates a fluid integration of tip/waist/tail and the
start/driving/exit parts of the turn thus creating a fluid motion on snow.

Armada, a major player in the freeski market, debuts the Ant, named so for
athlete Anthony Boronowski. Hans Smith, president of Armada, explains that
graphic design is key to their line this upcoming season. They are unique
in that their designers have created graphics for both the left and right
ski so the image as a whole flows between the two skis and no left ski or
right ski has the same design.

Telemark continues its emergence as a trend in the snow sports industry,
and it’s here to stay. Several companies are modifying existing products
and developing new lines to embrace the category. Rossignol recognized
that telemark/randonee is definitely a trend that is growing quickly and
revamped their telemark line for the upcoming season. Also new to the
telemark line is a twin-tip telemark ski that will allow the consumer to
ski any condition they choose. Taking their cues from the past, Rossignol
reintroduces graphic treatments they used on their skis back in the 70s and
as quoted by Heather Ambrose, “the Rooster is back.” Telemark equipment is
still seeing increases throughout this winter season and is up 6% in both
units and dollars for all retail stores according to the recent SIA retail
audit.

Not to go unnoticed, is Alpina’s quest to cater to the fitness buffs with
their Madshus Nordic Series. Appropriately called the Nordic Exercise, the
line was developed to engage those persons who like to work out all year
long outdoors. The SP25L (for women) SP25 boots complete the ensemble.

Jason Howlett, hardgoods buyer with Fernie Sports, LTD, in Fernie BC,
Canada, stated that he was pleased to see manufacturers work out keeping
their prices low and making it affordable for the retail shop and
ultimately the consumer.” He also added that existing brands have added
great technology enhancements and his favorite product at the Show this
year was the Atomic Triplet.”

The SIA SnowSports Show is the premier event in the industry playing host
to over 16,000 attendees including winter sports suppliers, retailers,
reps, resorts, athletes, media personalities and other industry luminaries.
The show consistently attracts over 88% of the national buying power from
the retail community positioning the show as the largest preview event for
winter sports products. Exhibitors on tap to display new product lines for
the 2005-06 season represent over 95% of the market share for the ski and
snowboard sectors and a significant percentage of the Nordic, telemark and
snowshoe market.

For more information, contact Alicia Allen in McLean Virginia at
703-506-4214 or onsite in Las Vegas, Nevada at 703-967-5767.