Interviewee: Max Thurner, International Marketing Manager Snowboard & Protection
What are the three most important products of next year’s boot line? Why?
Being our new top model, the EIGHT guarantees foothold and can be customized until it feels like a second skin! The liner of this boot is heat-moldable, also flex and even the last of this boot can be personalized and adjusted. For lacing, the EIGHT features Boa® for the lower section, combined with two Velcro power straps for the cuff. This assures the best foot and heel hold, even after many days riding. For the finish, we use techniques from the running footwear industry, featuring ultrasonic welding. This enables us to offer a boot which is superlight, water-resistant and, last but not least, just looking sick!
TWO LYT BOA / JINX LYT BOA
The new TWO LYT BOA is one of the market lightest boots.
The Cuff Cut construction offers comfort and a snug fit without bulging out. The Treadlyt sole is super light, still offers plenty of grip as we added rubber inserts for more traction.
Also, the liner is packed with features, from the new Easy Entry construction to Perfect Fit heat moldability. The S.Cafe® lining prevents the development of bad odor and the Boa® Fit System makes it easy to lace the boot without the usual hassle with laces in the cold.
SCOUT LYT BOA / GALORE LYT BOA
The SCOUT LYT BOA is amongst the lightest boots on the market – for more fun on snow! The new construction offers a comfortable, forgiving boot in which it is just simply fun to ride in. Although light in weight, the sole is very grippy and has outstanding dampening performance. Boa® offers a hassle-free lacing of the boot – no more fumbling with frozen laces in the cold! The liner of the boot is heat-moldable and can be customized to your foot.
Using any previously unseen materials (in build, cushioning, support or grip) or construction methods?
We have developed a new sole, which is super lightweight, yet very slip resistant: the TREADLYT sole.
Regarding construction, we are still working a lot with Frequency Technology, which is based on the principle of ultrasonic welding – which you might know from the running shoe industry.
What’s new in lacing – trad, Boa, something different? What do people want?
People do not want any hassle with their straps in the cold, hence we have been working with the Boa® Fit System since more than 10 years and this is also what accounts for the major quantity both in our line and sales.
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?
Our boot line is very modern looking, as we are using ultrasonic welding on the outside. This reduces stitching lines, increases water resistance and gives the boots a modern, nice look.
In terms of colors, we look at a very commercial product line, which is not polarizing. Smart, nice & cool details and spot colors, matching the rest of our gear, but not too much so it can be used and combined with pretty much everything.
Which part of your range are you investing in the most? Freestyle, freeride, do-it-all, beginner…? Why?
Probably mostly on the beginner & do-it-all segment, as this is our bread & butter business.
Of course, we have boots, that have been developed and are constantly improved with the input and feedback of our pros – they know what they need and this makes it easy to develop boots that make them happy.
However, we see it as our job to also look at the very important segment of the industry, who just wants to have an easy to use product, which makes their experience better and eventually makes them hooked on riding – that’s why investments in this category are vital for us, and the industry.
Which other footwear sectors do you follow which influence the line?
Pretty much all, mostly running, soccer and hiking.
What are your top marketing stories for next season? This will help us to put some focus in the right place.
Lightweight, comfort and customization.
A light boot, which still is performing great, is crucial for all riding levels – so is comfort and customization. Depending on the model, we have some of the lightest boots in the market, all of our boots are heat moldable and offer additional features for customization, depending on the price point – from adjusting the last to adjusting the flex.