Catagory: Men’s Snowboards
Interviewee: DANAEL KLEIM – EMEA BRAND MARKETING ASSISTANT
Please pick the two most exciting boards from your new 18/19 line and tell us about them.
For this year our main highlight will be all brand new boards: The HR for men and The forever for women.
HR: Created in collaboration with Japan’s The House of Powder, the all-new HR is purpose-built for pillaging pow. Its exaggerated taper and wide-nose directional shape combine with our responsive S-Camber profile for optimal float and control in the deep stuff. Available in 3 sizes.
Product features: S-Camber, Light Core, Biax Fiberglass, Sintered Supreme, Fresh Deck Top Sheet, Rounded Sidewalls and a Camber 4mm
FOREVER: The Forever is a newborn created by taking all the best from our two last season women boards: The Telegraph and The Ply. The all-new Forever is designed for freestyle-focused action all over the mountain. Lightweight and nimble, it features our snappy Lock & load camber with a Fresh Deck top sheet and sintered Supreme base.
Product features: Lock & Load Camber, Stratus Core, Biax Fiberglass, Sintered Supreme Base, 3 Degree Bevel and a Fresh Deck Top Sheet
Construction. This is the place where you can talk to us about the new ingredients in your boards, and how you are building differently. We’re interested in anything new in inserts / edges / cores / sidewalls / glue / wood types / base material etc here.
If we focus on the HR, the board has 4mm of camber between the bindings with a flat mellow rise from the front insert pack to the tip radius. This profile offers maximum float in the deep stuff without compromising the power of a traditional camber.
It also integrates a light core with alternating stringers of poplar and ultra lightweight paulownia throughout the length of the wood core provides a smooth flex in our lightest core. The HR also has Rounded sidewalls!
Then for the Forever, the board has traditional camber throughout the midsection with longer traditional contact points, creating a flat, stable platform. This skate-inspired profile allowed us to create an entirely new feeling of power and stability. It integrates a Stratus core which using fsc certified wood and consists of smooth flexing poplar with two stringers of beech running down the middle of the board for added strength.
Where are you building, what factory in what country? No wrong answer here. What makes this production facility the best solution?
All boards are designed in California and made at the MOTHERSHIP, a state-of-the-art sustainable facility in Austria. Skilled craftsmen hand-build every board using nothing but the best in premium materials and we wouldn’t have it any other way.
We’re interested in graphic themes running through your line. What is your art department feeding you for next year? Flashy, muted, landscapes, patterns, photos, what?
For this year we are going to have one collaboration on the Space Echo with illustrator Paul Jackson which makes our product really unique in the range. Then the collection is focused on textures and wood effect to make our products authentic.
What the hell can we all do to make more normal people want to snowboard again?
Watch what our team riders do and try to tell us snowboarding and DC Boards aren’t badass. Of course they are!
What are your top marketing stories for next season? This will help us to put the focus in the right place.
The HR of course.