Retail Buyers Guide: Snowboard Boots FW20/21
Interviewee: Florian Heim, Marketing Manager
What are the three most important products of next year’s boot line? Why?
TEAMID bloodline: After introducing our first ever team boot (for DEELUXE team riders only) this season we decided to continue the story and come up with a new team boot again that pays tribute to our team riders and keeps them in the focus of our marketing. After all, our team riders are the heart of our brand and our driving force to come up with what we believe are the best boots in the game. The new team boot will be based on a team favorite model – the TeamID but will include some special features like a double Power Strap.
We decided to bring a very limited amount of the TeamID with a double Power Strap in a team inspired bloodline color way to the market, keep your eyes on this.
Empire: The Empire is an integral part of the DEELUXE collection since many years and one of our favorite models. Especially the assymetrical flex that pairs a stiffer flex on the outside of the boot with a softer flex on the inside of the boot gives you a pretty unique riding feeling.
For our 20/21 collection we completely redesigned the EMPIRE in order to stick to the promises the Empire stands for better than ever before. This may sound weird at the beginning, but what we mean with it, is that we took the Empire to the next level. The boot has an even cleaner design now, will be more durable, sports an upgraded ergonomic fit and will be equipped with the new sidekick technology. This feature makes the boot more responsive in order to get a better pop and go quicker from edge to edge. Basically this will be the Empire 2.0.
TeamID Lara: Awarded as “Best Women’s Boot 2019/20” by Whitelines Magazine and a favorite amongst our female team riders, the Team TeamID Lara has quickly gained a lot of attention. This medium soft boot features our Pro Flex Construction for the perfect blend of flex and stability and a design that offers enhanced heel hold for exceptional board control.
Using any previously unseen materials (in build, cushioning, support or grip) or construction methods?
For the 20/21 collection we came up with a new feature called sidekick. The sidekick technology is featured in two of our best selling models – the ID and the Empire. This feature makes the boot more responsive in order to go quicker from edge to edge and get a better pop.
We also introduce a new sole, that will be featured on the Edge and Eiki Helgason’s signature model the Brainchild. The Battle sole combines the best features of two of our tried and tested Deeluxe soles in order to provide you perfect board feel with advanced cushioning to protect you from harsh impacts. Furthermore, it sports a reduced footprint to avoid toe and heel drag – even for bigger sizes. Basically, this will help you to make your turns on a snowboard as precise as possible.
Customization: Every DEELUXE boot model is available with customizable Thermo Flex liners made of our patented thermo material. These liners provide a personalized fit thanks to heat-moldable material and pads, which can be strategically placed to cradle the contours of your feet. To further customize your boots, we offer so called TPS shields in 3 different options (medium, hard, ultra). Available as an accessory, the TPS Shields strengthen the boot’s tongue, providing a stiffer flex and additional support.
Together, this is the perfect choice for riders searching for a custom fit.
For certain Boa models of our line we switched to the new Boa soft lace for improved comfort while still guaranteeing all the other benefits of the known Boa fit system.
We also work together closely with SHRED to leverage the brand’s best technology in our boots. On select models our Skate Flex freestyle sole features a heel cushion of SLYTECH foam to absorb big impacts.
What’s new in lacing – trad, Boa, something different? What do people want?
Since we want to offer premium boots for every riding style, level and terrain we also offer different lacing systems. This means we offer traditional lacing, Boa and Dual Boa and of course our patented Lacesmart® fast lacing system in 3 different versions (L1, L2 and L3 Lacing – find out more here: https://www.deeluxe.com/technology/lace-smart/) Additionally we also offer combinations of these lacing systems like for the EDGE, which is equipped with a special BOA x L3 lacing combination in order to get the best heel hold possible.
In the end we want to offer the best lacing system for every area of use.
Imagine the overview section of your boot catalogue next year. What’s the defining aesthetic, or overall theme? Talk to us about the colorways/prints/patterns/influences/textures you’re using?
If you look at the current snowboard boot market, it’s pretty obvious that many brands rather stick to collections of mainly black or dark colored boots. For our collection we always strive for offering simple, long-lasting colors throughout our whole collection. Still, we want to bring more color back in the mix for certain highlight models. This season when we came up with the ID bloodline (special team boot) and we got an overwhelming feedback from various sides. Accordingly, we want to continue to have a well adjusted collection + some special models in eye catching color ways.
Which part of your range are you investing in the most? Freestyle, freeride, do-it-all, beginner…? Why?
For us as a snowboard boot specialist – all riding styles and every terrain is equally important. We are constantly striving for building the best boots in them game for every terrain and every riding level. This means we invest in all parts of our range.
Which other footwear sectors do you follow which influence the line?
Our freestyle boots are a lot inspired by skate shoes. We like the clean look and style of skate shoes and also the skateboard culture is something that we really can relate to. Our backcountry/all mountain/freeride boots are rather inspired by outdoor trends and hiking boots.
What are your top marketing stories for next season?
Customization: At DEELUXE we do not only offer boots for every riding style, level and terrain but we also offer options to customize your boot. Every DEELUXE boot model is available with customizable Thermo Flex liners made of our patented thermo material. These liners provide a personalized fit thanks to heat-moldable material and pads, which can be strategically placed to cradle the contours of your feet. To further customize your boots, we offer so called TPS shields in 3 different options (medium, hard, ultra). Available as an accessory, the TPS Shields strengthen the boot’s tongue, providing a stiffer flex and additional support. Together, this is the perfect choice for riders searching for a custom fit.
Team: After all, our team will always be in the center of our marketing. We are grateful to work with such a strong, diverse and steadily growing team of riders and accordingly, it is important to highlight the team as a whole. After introducing our first ever team boot this season we decided to continue the story and come up with a new team boot again that pays tribute to our team riders.