"There's more community here. We're all into the same thing. It's more laid back. You don't have the Vegas attitude and the bar scene is easy to get into," commented Alex Albers from Line Skis when asked about coming to Denver for the first time.
New product buzz on the show floor this year included cutting edge products heading to the Olympics and the continuing story of rocker or reverse camber technology for both skis and snowboards. Outerwear fashion could hardly be pinned down at the show – with as many styles and color schemes to match the diverse personalities that love snow sports. There was plenty of bright (even neon) colors, plaids, geometric shapes and creative prints bringing alive outerwear and apparel collections.
Olympic influence
Many companies were gearing up for the upcoming 2010 Olympic Games, less than two weeks away. In fact, some were heading up to Vancouver right after the Snow Show. Official team suppliers include Spyder's Slippery Race Suit, Burton's official US Snowboard Team Uniforms and Under Armour's uniforms for the U.S. Freestyle Ski Team and base layers for the U.S. Ski Team. But there were plenty of Olympic stories throughout the show.
U.S. Olympic ski racer Julia Mancuso will be wearing the POC Skull Comp 2.0 Julia Signature helmet during the 2010 Olympics. The brain bucket was developed with an EPP (multi-impact liner) that is able to endure multiple, repetitive impacts.
The weight of Rossignol's X-ium Skate package (including ski, boot, and binding) has decreased by 230 grams for athletes. Olympic Nordic Athletes on the X-ium Package include Torin Koos and Elizabeth Stephen and Biathlon Athletes on X-ium include Lowell Bailey, Tim Burke, Jay Hakkinen, Haley Johnson.
SmartWool is a sponsor of the U.S. and Canadian Ski Teams and athletes will be using SmartWool's highest level of performance socks – PhD with 4 Degree Fit, WOW Technology.
Members of the U.S. Aerials ski team will be wearing Full Tilt boots in Vancouver, B.C. Full Tilt created an American flag graphic for them that resembles the boot Bill Johnson won ski racing gold in 20 years ago.
Snowboarding fashion
For snowboard, there were a lot of statement-making prints and motorcycle, gangster or Hollywood-inspired bling, but function was winning out as a determining design factor this season.
"We are seeing a demand from the progressive riders for longer jackets to keep them covered while they are riding in the park, but still with the same flattering silhouettes," says Katie Bedwell, senior product manager for Burton women's outerwear.
Cappel upgraded their insulation by using PrimaLoft Sport and Infinity in the high-end pieces. And Ride featured a new printed application look that appears transparent though it's printed on the backside of the fabric.
Sidecountry blossoms
Backcountry's little sister, the relatively new lift-served sidecountry category, demands highly technical—yet stylish—outerwear that accommodates all of their technological needs.
"In the past decade, we have seen snow sports gear become more and more ‘featured out,'" says Tara Latham, Arc'teryx product designer.
Marmot showcased a collection built specifically for sidecountry users called the Coombs collection after the late legendary big-mountain skier Doug Coombs with Intelligent Shock Absorption. Salomon introduced the S-Line, a 3:1 jacket which combines mobility and waterproofness. And Mountain Hardwear introduced portable power jackets enabled by Ardica Technologies that can generate nearly nine hours of heat.
Rocker and reverse camber
"Rocker" or "reverse camber" technology has electrified the ski and snowboard markets and continued with the trend at the 2010 SIA Snow Show. By working with varying degrees of "early rise" in the tips and tails of skis and snowboards – picture the rise in the bow of a ship – manufacturers can create better float in powder and easier turn initiation in any condition.
In snowboards, Burton's Custom Flying V for dudes and Lip Stick for dudettes maintain the "pop" of traditional camber but also integrate the more laid-back ride of rocker. Lib-Tech's banana technology is a big splash for the T. Rice pro model splitboard called the "Voila." Ride's OMG features new proprietary "ProRize" shapes with a long flat zone for landing stability and pop. And Palmer's FLF(Feels Like Flying) Rocker design is featured in the redesigned Burn, Pulse, and Halo snowboards.
In skis, K2 unveiled BASELINE Technology, with six different camber tech stories from the groomed to the backcountry to the halfpipe. Völkl's Extended Low Profile (ELP) debuted for big mountains and freestyle, Salomon got stiffer on all-mountain in the Sentinel and Enduro, as did Nordica's Fire Arrow, Rossignol's Avenger espouses all-mountain ease, and HEAD's Carlos, Elan's Olympus and Atomic's Atlas tune rocker to a backcountry beat.
Accessories
In a tough economy the snow sports industry can count on accessories to carry them through – a pair of new goggles, sunglasses or hat can make anyone feel like they've updated their look for the season. Helmet and goggle technology is always improving in safety and many were also integrating freestyle style and performance.
"Accessories have been strong. That pretty much sums it up. With the recession people want to re-accessorize rather than buy a whole new outfit," said Alex Beane from The Backpacker in Los Angeles, Calif.
On-snow testing
Today the industry is in the mountains wrapping up the the final day of the first international On-Snow Demo/Free Ride Fest at Winter Park Resort and Devil's Thumb Ranch, where the industry will get together to demo the gear they've just seen at the show and to ski, ride and slide together. Over 150 brands are involved in this industry only, two-day event filled with demos, races parties and catching up with industry friends.
The winter sports industry will meet next year in Denver for the 2011 SIA Snow Show, Jan. 27-30, 2011 and for the On-Snow Demo/Free Ride Fest, Jan. 31-Feb. 1.
