What’s the hottest trend in the ski and snowboard industry right now? I’ll tell break the secret to you, it’s co-branding.
Co-branding, first popularized by brands such as 686, who have since used their annual Times Collection to partner with companies such as New Era, New Balance, and Levis among others, is an effective way for two or more companies to leverage their complimentary resources to maximize synergy.
For 2010-11, the co-branding idea is particularly catching fire. Over on the ski side of things we announced last week that Skullcandy and Surface Skis were launching a partnership collection featuring skis, poles, t-shirts, and headphones. Yesterday, we leaked that High Cascade Snowboard Camp had partnered up with Celtek Gloves to release an exclusive glove at the camp’s store. Now, the latest word is that DC Snowboards and Neff have announced a similar collaboration featuring a line of boards, boots, tees, gloves, base layers and helmets. In true Neff style the corresponding board, the DC PBJ, will be emblazoned with bright neon colors, pink flamingos and all kinds of wild design elements.
Look for every aspiring pro to quickly snatch up this board as it will be exclusively endorsed by Mr. Triple Cork himself a.k.a. Torstein Horgmo.
The DC x Neff products will hit stores in September 2010.