It’s official, Adidas is diving into the world of snowboarding by joining Kazu Kokubo, Eric Jackson, Helen Schettini, Forest Bailey and Keegan Valaika with current rider Jake Blauvelt. These world-renowned riders coupled with advertising campaigns, authentic snow gear lines and film sponsorships are sure to take the industry by storm. The first release will be the Jake Blauvelt “après shred” boot, which is set to hit the shelves in 2013.
Interestingly enough, the announcement came from the riders’ social media accounts rather than from Adidas themselves. This is sure to signify the companies emphasis on team collaboration as well as their implementation of branding via social media. The Adidas team is stocked full of talent known for progressive shredding and will use their already-achieved stardom to crash onto the scene. Most notably, new rider Eric Jackson was last years “Transworld Rider of the Year”.
Adidas is also partnering with Ride and Oakley in the release of Jake Blauvelt’s new film, “Naturally”. The film features heavy hitting Adidas riders while showcasing the upcoming shoe and outerwear line. Though we will have to wait for Fall 2013 to see Adidas in full throttle, it is an exciting to see brands pushing the limits.
We know it’s a ways off, but here’s a little “Naturally” teaser.