Armada Rumour

munpro

munpro

Member
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.
 
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.
 
14630761:Teddy_Sweets said:
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.
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imagine they sign all the guys that do both now like birk ruud or whoever else is doing it
 
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
 
I’m friends with an armada rep who is high up in the company and he said this rumor is completely false
 
14630761:Teddy_Sweets said:
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.
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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.
 
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.
 
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
=9s
 
Stan mentioned it the the latest episode of Last Resort. He also claims to have seen a line snowboard on hood this summer

 
14630761:Teddy_Sweets said:
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.
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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.
 
14630782:NSCrip69 said:
I’m friends with an armada rep who is high up in the company and he said this rumor is completely false
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Tell him ballclapper wants metal laminate freeride blades.
 
14630782:NSCrip69 said:
I’m friends with an armada rep who is high up in the company and he said this rumor is completely false
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you lie

you do not have friends

i do not know if its true or false
 
Arthur Longo is already with Capita and just released his first pro model with them last year so this rumor is just fake lmao
 
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.
 
14630976:BLandz said:
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.
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But what about the random Jerry that walks into any shop and buys what he likes and isn’t worried about being “core”
 
14631019:TheClap. said:
But what about the random Jerry that walks into any shop and buys what he likes and isn’t worried about being “core”
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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
 
14630782:NSCrip69 said:
I’m friends with an armada rep who is high up in the company and he said this rumor is completely false
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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 ?
 
14631055:BLandz said:
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
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Bros yapping
 
the “skier vs snowboarder” mentality you have is cringe.

14631055:BLandz said:
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. 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
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14631114:NSCrip69 said:
the “skier vs snowboarder” mentality you have is cringe.
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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
 
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.
 
14631157:GrandThings said:
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.
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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)
 
They did. They made skis for Amplid snowboards and they were actually good skis. Todd Walnuts rode for them.

14631055:BLandz said:
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
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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.

14631055:BLandz said:
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
Click to expand...
 
14631179:BallClapper said:
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.
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??‍♂️
 
14631259:FruitBootPro said:
Honestly I hate it if true. are sales just down in the freestyle ski market?
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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
 
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.
 
14631019:TheClap. said:
But what about the random Jerry that walks into any shop and buys what he likes and isn’t worried about being “core”
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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.
 
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