Brand Profile: Nidecker and Sorel The Inside Story of Two Iconic Snowboard Brand’s partnership.
The new collaboration between Nidecker and Sorel brings a combination of heritage and technology to the winter boots category. Source had a conversation with Thierry Kunz, CMO at the Nidecker Group to hear about the thinking behind the move and how the partnership got started.
How did the collaboration between Nidecker and Sorel come about?
Since returning to Nidecker in 2015, my very first project was launching the Snow.Surf collection. I’ve always been stoked on blending snowboarding and surfing, bringing a fresh perspective through unconventional shapes. This Sorel collaboration had been in my mind for years. We made a first attempt back in 2017, but it never came to life. Then in 2024, after an inspiring conversation with Cory Long, the president of Sorel, the project finally found its home with our two heritage brands coming together to celebrate the history of snowboarding with a vision for the future.
Could we have a brief history of Sorel?
It’s not really my place to tell their story, but I can say the Caribou boot was created in 1962 and quickly became a favourite among the first snowboarders. Back then, dedicated snowboard boots didn’t exist yet, so pioneers like Tom Sims and Jake Burton, along with many others, were riding in Sorel boots, at least those who could afford a pair were.
What was the main goal behind this collaboration?
To celebrate the history of snowboarding by highlighting two iconic brands that each helped shape modern snowboarding in their own way. But also to bring today’s comfort and technology into a boot with an authentic look,because style matters too, especially when you ride.
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What makes these boots different from anything Nidecker or Sorel has done before?
We took the best of both worlds – the iconic look of the Caribou combined with the comfort and technology of today’s Nidecker boots.
Was there a specific gap in the market or inspiration that sparked the idea?
I think snowboarding today, like many industries, has evolved in a similar direction across every brand, making it harder to truly innovate or stand out. But by reimagining this iconic product for today’s riders, we have the chance to create our own separate story.
Please tell us in detail about the product itself.
The boot has been completely redesigned. Even though it retains all the visual elements and premium materials of the original Caribou, like waterproof leather and a natural rubber lower shell, we still had to tweak everything to align with the technical performance we wanted and today’s binding standards. We also brought in our own last and expertise in liner construction. But the biggest innovation comes from our internal heel lock system, which we specifically adapted for this project. Thanks to the BOA® closure, the entire tongue locks the liner and heel in place for maximum precision and hold, something truly unique in snowboard boot construction.
What’s your personal favourite detail about the boot?
For me, as someone who first stepped on a snowboard in 1982, the look, soft flex, and overall comfort make this my favourite boot. It brings me right back to what was once the holy grail for any snowboarder, owning a pair of Sorels.
Rider: Shaun Goulart (RIP) Photo: Bud Fawcett
Does this project open the door for future collaborations?
This collaboration is built to last – we’ve signed a three-year agreement. This year, we launched a boot and a board specially designed for the project with a unique shape. And yes, maybe it will open the door to new collaborations, but the most important thing is to create partnerships that have meaning, not just follow trends.
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