Interviewee: Seth Lightcap, Global Marketing + Team Manager
What are the top three most important products of next year’s line, and why? Please tell us about them, and what makes them the highlights.
The Apollo binding is designed for the expert freerider who demands unmatched edge control, response and comfort. What sets the Apollo apart is the Flax Carbon highback that features a wide upper section that locks in your boot top on toe side turns. Matching the ultra responsive highback with NOW Skate Tech technology offers a binding that will react to your every muscle twitch with lightning fast accuracy. New for 2021, the Apollo has a triple-density EVA foot pillow plus low profile AuxTech toe straps and ergonomic buckles.
The Apollo can be set up in Surf mode or Freeride mode by switching bushings and swapping the Flip-It ankle straps. Surf mode offers maximum tweak-ability, Freeride mode offers maximum response.
The Mercury binding is designed for the all-mountain rider who needs supreme edge control and comfort balanced with a more maneuverable, medium stiff flex. The Mercury will respond instantly to your every move thanks to NOW Skate Tech technology that transfers your energy directly to your edges. New for 2021, the Mercury has a Control Flex highback, low profile Auxtech toe straps and ergonomic buckles. The Control Flex highback offers solid support while absorbing chatter and eliminating calf-bite. The Mercury can be set up in Surf mode or Freeride mode by switching bushing and swapping the Flip-It ankle straps. Surf mode offers maximum flex, Freeride mode offers maximum response. We are offering a special Surf Series edition of the Mercury for 20/21 that comes set up in Surf Mode with the ankle straps positioned for flex and soft bushings in the hangers for a playful board feel.
Which new materials are you using in your bindings?
We will continue to use nylon, carbon, recycled carbon and flax in our bindings.
Please tell us about the dominant colour themes in next year’s binding line?
We have expanded our colorways of the Mercury binding with the addition of a subtly tie-dyed surf series edition. Otherwise our colorways are black and blue for universal appeal.
Where is your brand going? Higher? Lower?
Our prices are going up a bit due to new technology and US tariffs.
Any new ideas in buckles, straps, highbacks, bases?
We have new low profile Aux Tech toe straps and ergonomic buckles. The toe straps deform evenly around the boot of your toe for max comfort and are super grippy for max response. The buckles are slightly twisted and asym so your thumb fits under nicely.
What are your top marketing stories for next season? This will help us to put the highlights in the right place.
We will be promoting the new features and new colorways of the Mercury and the new features including the Tri-foam foot pillow on the Apollo.