newschoolers isnt a fucking case study, youre not getting market research here. if you cant think up a NAME for your 'company' good fucking luck building skis, im sure thats the easy part... the name, thats the tricky one... think of a word that describes the image you want your company associated... maybe change some spelling to fit a good logo BOOM, youre done... you ride crystal so you consider yourself a big mountain or bc jibber rided... or you could just rip off already cool companies with a similar name...
arbor... PINE SKIS... quiksilver... SALTPETER SKIS... go the 9thward route, seattleized... Whitecenters... or fuck... you can do it