Josh Gold leaves Moment for Black Crows

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DesertStix

Active member
I dunno about you but after seeing this dude destroy high dive at revy towards the beginning of the year, I became an instant fan. Then he threw arguably the biggest backy of 2020 at J Hole and I was like

okay this dude is a next level psycho. I love Moment but how do you let him go?!

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Bummer bc I'm a big fan of moment, but black crow's pretty big now so not surprised he would go that route

**This post was edited on Dec 1st 2020 at 2:08:47am
 
Moment is a ski factory brand they make and test all their skis, $ is focused on the product. Black Crows are a marketing brand $ is focused on marketing and that involves getting good skiers on their skis.
 
Well whoever was in charge of grabbing him over at BC deserves a good holiday bonus. I know who my favorite team rider is now.

14205250:snowfinder said:
Moment is a ski factory brand they make and test all their skis, $ is focused on the product. Black Crows are a marketing brand $ is focused on marketing and that involves getting good skiers on their skis.
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I haven't heard of this dude but it's probably similar reason to why karl left on3p for k2. He wanted to take his career to the next level and star in some big name movie projects, and small companies don't have the $$$ to pay for stuff like that. Big companies just have more money to throw around
 
I don’t know the exact details of their agreement but I’m pretty sure he was essentially flowed

14205271:Lazylightning said:
Was he ever officially with moment or did they just hook him up with skis?
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He pretty much said this. And if you haven’t checked him out, do yourself a favor. His back flip at J Hole went viral earlier this year and his clip straight sending it off high dive back in January (?) with a French dude in the beginning were absolutely pyscho

14205311:pinkcamo1000 said:
I haven't heard of this dude but it's probably similar reason to why karl left on3p for k2. He wanted to take his career to the next level and star in some big name movie projects, and small companies don't have the $$$ to pay for stuff like that. Big companies just have more money to throw around
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14205320:DesertStix said:
He pretty much said this. And if you haven’t checked him out, do yourself a favor. His back flip at J Hole went viral earlier this year and his clip straight sending it off high dive back in January (?) with a French dude in the beginning were absolutely pyscho
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I'll check him out for sure, I'm pretty out of the loop when it comes to freeride rippers these days
 
14205311:pinkcamo1000 said:
I haven't heard of this dude but it's probably similar reason to why karl left on3p for k2. He wanted to take his career to the next level and star in some big name movie projects, and small companies don't have the $$$ to pay for stuff like that. Big companies just have more money to throw around
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Pretty much this.

Josh was super upfront with us regarding Black Crows reaching out to him, no hard feelings on either side. In the end, Black Crows offered him much more than we could swing.

We're all stoked to see what he gets into this season.
 
topic:DesertStix said:
I love Moment but how do you let him go?!
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Sad truth but we don't have the money / marketing budget of larger brands and can't swing large travel / film budgets. We're also not going to force athletes to stay on our skis if there is a better opportunity for them elsewhere.
 
14205328:hot.pocket said:
Pretty much this.

Josh was super upfront with us regarding Black Crows reaching out to him, no hard feelings on either side. In the end, Black Crows offered him much more than we could swing.

We're all stoked to see what he gets into this season.
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Very graceful. Also like said above, Black Crows is all ab marketing now. I grew up in Switzerland and remember when they were still relatively small, and hadn’t reached the US market yet. Now they’re sort of meh IMO, they make great skis but they’ll never be as cool as Moment.
 
No doubt, he said the same thing. At least it’s an amicable separation but gah damn his style of riding was perfect for Moment.

14205334:hot.pocket said:
Sad truth but we don't have the money / marketing budget of larger brands and can't swing large travel / film budgets. We're also not going to force athletes to stay on our skis if there is a better opportunity for them elsewhere.
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14205344:DesertStix said:
but gah damn his style of riding was perfect for Moment.
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Maybe this is too meta, but if we all have already associated this style of riding with Moment, then that's just proof that their marketing has worked, and they don't need to spend more money building a brand around this style of skiing, right?

Like from a marketing perspective, the point of sponsoring skiers is to help the public make assumptions about the brand they represent. If we already make those assumptions with no prompting, then that job has been done.

I totally agree, Josh's style is exactly what I'd associate with Moment as a brand, partially because it's similar to what guys like Tyler, Carson, and others have been doing on those skis for years. Whereas, I don't have any of those same associations with Black Crows. I think of a bunch of mountain guides and people on the tram with brakeless bindings, so them picking up a skier like Josh is a good investment to help them reach a new market (people like us who love watching freeride huckers).

Or maybe I'm just procastinating from being productive too hard, and overthinking this.
 
Fair point. And just for the record, I think this was extra savvy on BC’s part. I’m sure they saw him going viral and tapped into a market they just didn’t have any presence in before.

14205383:cydwhit said:
Maybe this is too meta, but if we all have already associated this style of riding with Moment, then that's just proof that their marketing has worked, and they don't need to spend more money building a brand around this style of skiing, right?

Like from a marketing perspective, the point of sponsoring skiers is to help the public make assumptions about the brand they represent. If we already make those assumptions with no prompting, then that job has been done.

I totally agree, Josh's style is exactly what I'd associate with Moment as a brand, partially because it's similar to what guys like Tyler, Carson, and others have been doing on those skis for years. Whereas, I don't have any of those same associations with Black Crows. I think of a bunch of mountain guides and people on the tram with brakeless bindings, so them picking up a skier like Josh is a good investment to help them reach a new market (people like us who love watching freeride huckers).

Or maybe I'm just procastinating from being productive too hard, and overthinking this.
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14205387:DesertStix said:
Fair point. And just for the record, I think this was extra savvy on BC’s part. I’m sure they saw him going viral and tapped into a market they just didn’t have any presence in before.
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I mean they definitely have some presence in freeride, just not necessarily to US people or the younger generation. Mike Heni, Callum Pettit, and Mark Abma all ride for them and I 100% associate them with skiers hucking their meat because I grew up watching them. Kids who are 12, 13, 14 years old associate freeride with Gold and people like that because that’s who’s popular on social media, and that’s their medium of watching skiing. Flo Bastien, Nikolai Schirmer, Julien Regnier are also all fucking badass skiers, but they’re known way more in Europe than they are in the US. I would definitely say it’s a smart marketing move on their part, and if Gold is being supported for his skiing then power to him. The guys at Black Crows are really cool (I’ve skied with them a bunch and know a few personally) and they fucking rip. The guys at Moment are also rad as fuck, as we all know. Badass people making badass skis right in the US will always be awesome. Like [tag=144811]@hot.pocket[/tag] said, it just wasn’t in their budget and they don’t want to limit skiers just to keep them riding Moments. That’s a super respectable way to go about sponsoring athletes, and their marketing is already fantastic, given that just about every thread concerning skis has the name Moment pop up, per NS members recommendations.
 
For sure. And that’s the “market” I was referring to earlier. Younger generation consuming Instagram content etc. I could totally be wrong, and correct me if I am, but they don’t necessarily have any young guns with a huge internet presence on BC.

14205462:animator said:
I mean they definitely have some presence in freeride, just not necessarily to US people or the younger generation. Mike Heni, Callum Pettit, and Mark Abma all ride for them and I 100% associate them with skiers hucking their meat because I grew up watching them. Kids who are 12, 13, 14 years old associate freeride with Gold and people like that because that’s who’s popular on social media, and that’s their medium of watching skiing. Flo Bastien, Nikolai Schirmer, Julien Regnier are also all fucking badass skiers, but they’re known way more in Europe than they are in the US. I would definitely say it’s a smart marketing move on their part, and if Gold is being supported for his skiing then power to him. The guys at Black Crows are really cool (I’ve skied with them a bunch and know a few personally) and they fucking rip. The guys at Moment are also rad as fuck, as we all know. Badass people making badass skis right in the US will always be awesome. Like [tag=144811]@hot.pocket[/tag] said, it just wasn’t in their budget and they don’t want to limit skiers just to keep them riding Moments. That’s a super respectable way to go about sponsoring athletes, and their marketing is already fantastic, given that just about every thread concerning skis has the name Moment pop up, per NS members recommendations.
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14205489:DesertStix said:
For sure. And that’s the “market” I was referring to earlier. Younger generation consuming Instagram content etc. I could totally be wrong, and correct me if I am, but they don’t necessarily have any young guns with a huge internet presence on BC.
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Absolutely true ab internet presence, hence me saying it was a good move on their part. The older generation can definitely appreciate Callum, Abma, Heni, Michelle Parker, etc.
 
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