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October, 2024

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Armada Rumour

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munpro
Posts: 584 - Karma: 624
Heard a rumour through the grapevine that Armada is planning to enter the snowboard market and produce hardgoods. Even crazier, apparently they got Arthur Longo on board. Cannot attest to the validity of these rumours but I can say the source seems legitimate.

What do you guys think? If it were to be true, do you think Armada could be successful in the SB market? Armada is such a deeply ingrained brand within freeskiing, it is a part of our history and core community. Snowboarding is another sport much like skateboarding where I think it could be extremely challenging to tap into and make profits with a community of riders who might not be receptive to a brand like Armada entering their space, ie: Nike, Adidas. Also, can't imagine where their money would be coming from to pull Longo away from Capita, among, I'm sure other pros, if these rumours are true.

Figured I'd start a discussion here if anyone has heard anything to give this rumour any credence.
Oct 4 2024 9:49PM
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Teddy_Sweets
Posts: 75 - Karma: 738
I think that business could be boomin for this move. Skiers transitioning to / trying out snowboarding would probably pick the brand they know and trust, also I feel like the snowboarding community never really got as niche and I hate to use this word but as “core” as skateboarding and park skiing so I don’t think there will be as much bias against a new gen in the market.
Oct 4 2024 10:14PM
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steezytangerine
Posts: 392 - Karma: 2,479
Teddy_SweetsI think that business could be boomin for this move. Skiers transitioning to / trying out snowboarding would probably pick the brand they know and trust, also I feel like the snowboarding community never really got as niche and I hate to use this word but as “core” as skateboarding and park skiing so I don’t think there will be as much bias against a new gen in the market.


imagine they sign all the guys that do both now like birk ruud or whoever else is doing it
Oct 4 2024 10:52PM
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Teddy_Sweets
Posts: 75 - Karma: 738
steezytangerineimagine they sign all the guys that do both now like birk ruud or whoever else is doing

I was thinking hawk tuah girl
Oct 4 2024 11:01PM
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Farmville420
Posts: 4696 - Karma: 60,404
Not a fan of brands doing this tbh
Oct 5 2024 12:16AM
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KilaTsunami
Posts: 3042 - Karma: 28,860
I’d like to see what they come up wit. But it’s gotta be a hard market to break into. Skiers are pretty brand loyal but are usually open to new shit, snowboarders are brand loyal in the most “case closed” type of way, it’s so odd. They won’t even listen half the time
Oct 5 2024 12:29AM
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NSCrip69
Posts: 219 - Karma: -3,454
I’m friends with an armada rep who is high up in the company and he said this rumor is completely false
Oct 5 2024 1:21AM
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Koshermilk
Posts: 501 - Karma: 1,892
Teddy_SweetsI think that business could be boomin for this move. Skiers transitioning to / trying out snowboarding would probably pick the brand they know and trust, also I feel like the snowboarding community never really got as niche and I hate to use this word but as “core” as skateboarding and park skiing so I don’t think there will be as much bias against a new gen in the market.


Idk imo if I started snowboarding I would never buy an Armada board, I’d go straight to a reputable snowboard brand like Burton or something.
Oct 5 2024 1:51AM
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S.Ki
Posts: 2221 - Karma: 3,632
Someone dropped a similar rumor in the Gear Hype 24/25 thread in Gear Talk.
There are also rumors about an Armada boot for the next season.
Maybe Amer sports puts more money into Armada and wants it to become a very versatile company 🤔
Lets wait and see what happens…

K2 also sells Skis, Boots and Boards and we are all good with that so I don’t see anything wrong with this idea and rumor but I personally think it would not be a good and profitable idea.
Oct 5 2024 3:18AM
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BigPurpleSkiSuit
Posts: 9353 - Karma: 68,323
I fucking love watching Arthur Longo, dude has amazing pop and style. could be cool . maybe in another 20 years when my knees are dead I'd be up to try boarding and then I'd buy an armada board

https://www.youtube.com/watch?v=DRruzeLwB-o&t=9s
Oct 5 2024 3:39AM
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Paul.
Posts: 1599 - Karma: 11,101
Stan mentioned it the the latest episode of Last Resort. He also claims to have seen a line snowboard on hood this summer

https://www.newschoolers.com/videos/watch/1098014/--YouTube
Oct 5 2024 4:03AM
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lil.Boye
Posts: 2648 - Karma: 12,028
Steve stepps IG, tom wallisch on a line snowboard. They exist.
Oct 5 2024 5:10AM
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sindreplassen
Posts: 1169 - Karma: 10,655
Teddy_SweetsI think that business could be boomin for this move. Skiers transitioning to / trying out snowboarding would probably pick the brand they know and trust, also I feel like the snowboarding community never really got as niche and I hate to use this word but as “core” as skateboarding and park skiing so I don’t think there will be as much bias against a new gen in the market.

A lot of snowboarders would not be down with this, snowboarding also has a really core scene with independent companies like public or information garage.
Oct 5 2024 9:50AM
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PartyBullshiit
Posts: 3824 - Karma: 17,309
Still waiting to see the new boot.
Oct 5 2024 9:59AM
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BallClapper
Posts: 2704 - Karma: 10,060
NSCrip69I’m friends with an armada rep who is high up in the company and he said this rumor is completely false


Tell him ballclapper wants metal laminate freeride blades.
Oct 5 2024 12:27PM
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exit32
Posts: 92 - Karma: 1,066
NSCrip69I’m friends with an armada rep who is high up in the company and he said this rumor is completely false


you lie
you do not have friends
i do not know if its true or false
Oct 5 2024 4:44PM
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officechair
Posts: 248 - Karma: 1,981
Snowboarders are so concerned about not being skiers that they wouldn’t buy it.
Oct 5 2024 4:59PM
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NSCrip69
Posts: 219 - Karma: -3,454
Arthur Longo is already with Capita and just released his first pro model with them last year so this rumor is just fake lmao
Oct 5 2024 11:14PM
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SurfinCow
Posts: 270 - Karma: 2,073
PartyBullshiitStill waiting to see the new boot.


I’m still waiting on the Nike ski boot
Oct 5 2024 11:18PM
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BLandz
Posts: 1651 - Karma: 27,093
I don’t really fw it ngl. And if you think that snowboarders are gonna fw it than you clearly don’t know anything about snowboarders. They wont be down.
Oct 6 2024 1:36PM
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TheClap.
Posts: 21664 - Karma: 4,140
BLandzI don’t really fw it ngl. And if you think that snowboarders are gonna fw it than you clearly don’t know anything about snowboarders. They wont be down.


But what about the random Jerry that walks into any shop and buys what he likes and isn’t worried about being “core”
Oct 6 2024 5:17PM
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BradFiAusNzCoCa
Posts: 6981 - Karma: 60,988
This will be the core buyer
TheClap.But what about the random Jerry that walks into any shop and buys what he likes and isn’t worried about being “core”
Oct 6 2024 6:18PM
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BLandz
Posts: 1651 - Karma: 27,093
TheClap.But what about the random Jerry that walks into any shop and buys what he likes and isn’t worried about being “core”

Don’t get me wrong, some random boarders will end up buying it but as far as the legitimate snowboard community is concerned, Armada wont be able to tap into the market in any meaningful way. Whats the point of trying to break into a new market if your main demographic doesn’t fw you. Its honestly a bad move, even if they sponsor a few pros its gonna get dissed by real boarders.

If Capita made skis and any kids on NS bought them I would think theyre kinda wack for that. Its not a huge deal but like wtf are you doing, buy skis that are made by skiers. Its bad enough that theres brands like Volkl who dont drop any footage or fund any projects and ppl are down to ride skis from a company like that. If you’re a real skier, you will buy real skis, from real ski brands, that give back to the community that we love. Thats what its all about
Oct 6 2024 8:11PM
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SteezyYeeter
Posts: 3619 - Karma: -12,147
NSCrip69I’m friends with an armada rep who is high up in the company and he said this rumor is completely false


hey, buddy... maybe you learned your lesson! you lie, you get downvoted. heh, I guess that's just how we do it here on NS 😼
Oct 6 2024 8:13PM
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BLandz
Posts: 1651 - Karma: 27,093
BLandzDon’t get me wrong, some random boarders will end up buying it but as far as the legitimate snowboard community is concerned, Armada wont be able to tap into the market in any meaningful way. Whats the point of trying to break into a new market if your main demographic doesn’t fw you. Its honestly a bad move, even if they sponsor a few pros its gonna get dissed by real boarders.

If Capita made skis and any kids on NS bought them I would think theyre kinda wack for that. Its not a huge deal but like wtf are you doing, buy skis that are made by skiers. Its bad enough that theres brands like Volkl who dont drop any footage or fund any projects and ppl are down to ride skis from a company like that. If you’re a real skier, you will buy real skis, from real ski brands, that give back to the community that we love. Thats what its all about

Bros yapping
Oct 6 2024 8:18PM
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NSCrip69
Posts: 219 - Karma: -3,454
the “skier vs snowboarder” mentality you have is cringe.
BLandzDon’t get me wrong, some random boarders will end up buying it but as far as the legitimate snowboard community is concerned, Armada wont be able to tap into the market in any meaningful way. Whats the point of trying to break into a new market if your main demographic doesn’t fw you. It’s honestly a bad move, even if they sponsor a few pros it’s gonna get dissed by real boarders.

If Capita made skis and any kids on NS bought them I would think theyre kinda wack for that. Its not a huge deal but like wtf are you doing, buy skis that are made by skiers. Its bad enough that theres brands like Volkl who dont drop any footage or fund any projects and ppl are down to ride skis from a company like that. If you’re a real skier, you will buy real skis, from real ski brands, that give back to the community that we love. Thats what its all about
Oct 7 2024 2:23AM
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sindreplassen
Posts: 1169 - Karma: 10,655
NSCrip69the “skier vs snowboarder” mentality you have is cringe.

because snowboarders won’t buy stuff from a ski company when skiers constantly throughout history has limited their access to resorts and such, it won’t work. I can’t picture the local oldheads buying a line board lmao. Didn’t volkl make boards back in the day?
armada and line finna be the cariuma of snowboarding
Oct 7 2024 5:40AM
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hi_vis360
Posts: 5033 - Karma: 51,092
Doesn’t solly already make boards? They would just be rebranding those essentially
Oct 7 2024 8:34AM
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GrandThings
Posts: 3128 - Karma: 31,572
I forget, but aren't Line, Armada and K2 all owned by the same parent organization (Amer, or Jarden, something like that?) The big-wigs probably saw that K2 was a ski and board brand and was like "...well why not these other two?". It's just a fucking marketing play anyways.
Oct 7 2024 10:52AM
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hi_vis360
Posts: 5033 - Karma: 51,092
GrandThingsI forget, but aren't Line, Armada and K2 all owned by the same parent organization (Amer, or Jarden, something like that?) The big-wigs probably saw that K2 was a ski and board brand and was like "...well why not these other two?". It's just a fucking marketing play anyways.


Amer (armada solly atomic arcteryx) is owned by a big public Chinese company (Anta sports) and line/k2, marker/dalbello/volkl are owned by a US private equity company (kohlberg & company)
Oct 7 2024 11:04AM
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BradFiAusNzCoCa
Posts: 6981 - Karma: 60,988
They did. They made skis for Amplid snowboards and they were actually good skis. Todd Walnuts rode for them.
BLandzIf Capita made skis and any kids on NS bought them I would think theyre kinda wack for that. Its not a huge deal but like wtf are you doing, buy skis that are made by skiers. Its bad enough that theres brands like Volkl who dont drop any footage or fund any projects and ppl are down to ride skis from a company like that. If you’re a real skier, you will buy real skis, from real ski brands, that give back to the community that we love. Thats what its all about
Oct 7 2024 11:42AM
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BallClapper
Posts: 2704 - Karma: 10,060
bro forgot about legs of steel and the countless volkll athletes that threw the fck down. Made together collection seems pretty athlete driven to me. Touch some grass homie.
BLandzIts bad enough that theres brands like Volkl who dont drop any footage or fund any projects and ppl are down to ride skis from a company like that. If you’re a real skier, you will buy real skis, from real ski brands, that give back to the community that we love. Thats what its all about
Oct 7 2024 11:43AM
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BLandz
Posts: 1651 - Karma: 27,093
BallClapperbro forgot about legs of steel and the countless volkll athletes that threw the fck down. Made together collection seems pretty athlete driven to me. Touch some grass homie.

🤦🏻‍♂️
Oct 7 2024 12:21PM
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BallClapper
Posts: 2704 - Karma: 10,060
Fill me in.
BLandz🤦🏻‍♂️
Oct 7 2024 12:49PM
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exit32
Posts: 92 - Karma: 1,066
BallClapperFill me in.


ill fill you in ballclapper
Oct 7 2024 2:44PM
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BLandz
Posts: 1651 - Karma: 27,093
BallClapperFill me in.


I honestly cringe myself out when I post long replies so the TLDR version is: They are not core
Oct 7 2024 3:56PM
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FruitBootPro
Posts: 3082 - Karma: 13,693
Honestly I hate it if true. are sales just down in the freestyle ski market?
Oct 7 2024 4:00PM
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hi_vis360
Posts: 5033 - Karma: 51,092
FruitBootProHonestly I hate it if true. are sales just down in the freestyle ski market?


I would be kinda shocked if armada actually makes a profit. Amer sports is publicly traded, and if you do research on the company from a shareholders point of view there are lots of comments about how some brands in Amers portfolio drag down the good performance of arcteryx. Basically any info on the stock price is just about arcteryx. Solly doesn’t even get mentioned lol, so what does that tell you about armada? My guess is dudes in the head office are trying to widen armadas niche
Oct 7 2024 4:23PM
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BallClapper
Posts: 2704 - Karma: 10,060
Is rossignol core?
BLandzI honestly cringe myself out when I post long replies so the TLDR version is: They are not core
Oct 7 2024 8:54PM
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d4colorado
Posts: 52 - Karma: 74
Snowboard rumor is true or definitely on the route of becoming true. Don’t know anyone in the company but I do know that I saw an Armada snowboard sitting up against the Armada Team Van when I parked next to them for some Eldora laps. It was interesting for sure. Wonder if they’ll release it this year.
Oct 8 2024 1:24AM
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K-Dot.
Posts: 3739 - Karma: 7,737
TheClap.But what about the random Jerry that walks into any shop and buys what he likes and isn’t worried about being “core”


This.

I already see plenty of jerrys wearing armada outerwear, especially snowboarders. The average person buying a new snowboard doesn’t know more than shaun white and burton, nor do they deeply care because they’ll use it for a few seasons then let it sit in a garage when they lose interest. They’ll buy whatever is offered at dicks/scheels/rei/their local shop, or whatever is cheaply priced on evo/backcountry. Armada has the ability to occupy both of those spaces better than any niche snowboard brand, they have a robust distribution network and can sell them at a lower price than a good portion of the competition.

The real money in snowsports isn’t made catering to the desires of the small, finicky group of people that consider themselves core. Besides, they have the type of financial backing that could pick up enough pros to eventually make a dent in that world as well.
Oct 8 2024 2:26AM
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Weibussy
Posts: 25 - Karma: 184
Rossignol sprayers could be considered the most core ski ever
BallClapperIs rossignol core?
Oct 8 2024 10:06PM
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NSCrip69
Posts: 219 - Karma: -3,454
People who unironically use the word “core” are cringe.
Oct 9 2024 3:01AM
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S.Ki
Posts: 2221 - Karma: 3,632
NSCrip69People who unironically use the word “core” are cringe.


people who unironically use the word „cringe“ are not core
Oct 9 2024 3:39AM
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SteezyYeeter
Posts: 3619 - Karma: -12,147
NSCrip69People who unironically use the word “core” are cringe.


NScrip69
Oct 9 2024 9:47AM
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Woody.
Posts: 429 - Karma: 4,730
BLandzDon’t get me wrong, some random boarders will end up buying it but as far as the legitimate snowboard community is concerned, Armada wont be able to tap into the market in any meaningful way. Whats the point of trying to break into a new market if your main demographic doesn’t fw you. Its honestly a bad move, even if they sponsor a few pros its gonna get dissed by real boarders.

If Capita made skis and any kids on NS bought them I would think theyre kinda wack for that. It’s not a huge deal but like wtf are you doing, buy skis that are made by skiers. It’s bad enough that theres brands like Volkl who dont drop any footage or fund any projects and ppl are down to ride skis from a company like that. If you’re a real skier, you will buy real skis, from real ski brands, that give back to the community that we love. Thats what its all about


If capita made skis and then signed a bunch of sick ass skiers, a filmer, and made a dope street vid people wouldn’t think it’s wack. It’s like what adidas did in snowboarding, if you do it right and pay/sign the right people I can be sick. Definitely hard to get right tho
Oct 10 2024 1:54PM
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sindreplassen
Posts: 1169 - Karma: 10,655
Woody.If capita made skis and then signed a bunch of sick ass skiers, a filmer, and made a dope street vid people wouldn’t think it’s wack. It’s like what adidas did in snowboarding, if you do it right and pay/sign the right people I can be sick. Definitely hard to get right tho

armada doesn’t even pay seamus flanagan, highly doubt they are entering snowboarding with the intention of making something like blender. sucks that amer sports or whatever feels the need to ruin one of the most important ski companies to ever exist
Oct 10 2024 3:47PM
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BradFiAusNzCoCa
Posts: 6981 - Karma: 60,988
Amer is owned by Anta sports, a Chinese company, too. Quietly bought before the Olympics. So essentially an American company owned by a Finnish company owned by a Chinese company.
hi_vis360I would be kinda shocked if armada actually makes a profit. Amer sports is publicly traded, and if you do research on the company from a shareholders point of view there are lots of comments about how some brands in Amers portfolio drag down the good performance of arcteryx. Basically any info on the stock price is just about arcteryx. Solly doesn’t even get mentioned lol, so what does that tell you about armada? My guess is dudes in the head office are trying to widen armadas niche
Oct 11 2024 12:48PM
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hi_vis360
Posts: 5033 - Karma: 51,092
BradFiAusNzCoCaAmer is owned by Anta sports, a Chinese company, too. Quietly bought before the Olympics. So essentially an American company owned by a Finnish company owned by a Chinese company.


Very true I pointed that out earlier in the thread lol
Oct 11 2024 4:10PM
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BradFiAusNzCoCa
Posts: 6981 - Karma: 60,988
Sometimes I don’t read so good lol
hi_vis360Very true I pointed that out earlier in the thread lol
Oct 12 2024 10:37AM
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FruitBootPro
Posts: 3082 - Karma: 13,693
sindreplassenarmada doesn’t even pay seamus flanagan, highly doubt they are entering snowboarding with the intention of making something like blender. sucks that amer sports or whatever feels the need to ruin one of the most important ski companies to ever exist


I'm so over people every year saying armada is "ruined" or whatever when their product line is arguably more for the culture than ever. they're one of the only companies to still do pro models, and the zero series shows that they still care about appealing to a niche of dedicated freeskiers and not just weekend warriors + tourists. they absolutely could do away with the zero series (which is probably a money sink at the end of the day) and still retain a decent reputation, but they won't.
Just bc they're owned by some conglomerate does not mean they're micromanaged by the executives there
Oct 12 2024 11:08AM
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