Armada Skis: New Ownership
By: Jason Tross
Amer has given us a tremendous opportunity.
Its not about what Amer does or doesnt do for Armada.
Theyve been doing great things for us as a partner for more than a decade.
The acquisition enables us to further accelerate especially in the U.S. market where Armada has a solid presence.
However, many are not feeling quite so synergistic with todays news.
Within the past year, Vail Resorts acquired Whistler Blackcomb, adding to its Epic Pass campaign.
Skiing Magazine absorbed into its sister publication, Ski Magazine.
K2 Sports was purchased then placed for sale by its new parent company, Newell Brands.
Its not like we got acquired by some random corporation, said Smith.
Our distraction at Armada has been managing the finances of a business.
Theyve [Amer Sports] rooted for us the entire time weve worked together.
Theyve seen us grow into a brand that is truly a compliment to their other brands.
Whats valuable to them is the brand that weve created.
Thats important to all of us.
Micah Genteman owns the Sports Creel in Spokane, Wash., and was one of Armadas first retailers.
He was also surprised to get a phone call from Armada staff yesterday morning about the acquisition.
Though, he says it makes perfect sense to him, and supports the change.
I think skiers probably have a moment when they go, skiing just got bought by the man.
There are other established Ski companies Amer could have bought, but theres a reason they wanted Armada.
Ive been with them since the beginning when they were trying to get into snowboard shops.
Ive always felt they made changes for the better.
Thats something a lot of people lose sight of, he added.
There are 3,000 fewer ski retailers over the past decade.
There arent any new ones.
We lost three in Spokane, WA, last year alone.
So, you know Im going to be careful what we put on our wall.
We cant have stuff show up late, and fall apart.
We have to be more selective than ever.
Smith is feeling a bit out of sorts, too.
After all, this whole thing really falls on him.
Hes slept almost nil the past seven days working this deal in a secret vacuum.
So why sell an icon of independence in skiing to a corporation?
In 2002, he joined a brain trust with videographer Eric Iberg, photographer Chris O.C.
OConnell, and pro skiers J.P. Auclair, Tanner Hall, J.F.
Cusson, Julien Regnier, and Boyd Easley.
Together, they sought to redefine freeskiing through the vision of its athletes.
They were bucking the companies that were bucking freeskiing.
Obviously we started as a rider-owned brand, said Smith.
Its a youth-driven focus with a great roster of athletes driving that focus.
Athletes are no longer owners of the business.
The athletes are where they belong, out on the snow and in the mountains skiing.
Thats whats made Armada successful.
They [athletes] are more important than ever in the future development of the company.
As such, each current Armada athlete under contract will be renewed with this acquisition.
Those athletes will remain heavily involved in the direction of the products and brand.
payroll, personnel, IT, facilities, etc…).
Just a couple weeks ago, product designers were working in the warehouse packing boxes for shipping.
This is a tough business, said Smith.
Weve always been good at developing products, marketing, and selling them.
Honestly, its the people reading this on Newschoolers.
Its tough to meet all those demands and stay profitable.
Marketing and sales are independent of the new ownership.
We can focus on that now.
The sense of relief in Smiths voice was equal to his enthusiasm to capitalize on Amers corporate resources.
Amer has the best ski factory in the world, said Smith.
Our designers and engineers work with them on a regular basis.
Amer Sports is exceptionally well run.
Being brought into their [Amer Sports] fold brings in so many more things we didnt have previously.
This alleviates constraints - certain production windows and development windows.
Amer has given us a tremendous opportunity, said Smith.
Its not about what Amer does or doesnt do for Armada.
Theyve been doing great things for us as a partner for more than a decade.
Its up to us to not fuck it up.
Were not going to fuck this up.
