AT THE SHOW | SHOW NEWS
Rossignol, Look Bindings Become One LOOK GOES A LA CARTE, OPENING THE BRAND UP TO A BROADER MARKET HOLD ONTO THOSE ROSSIGNOL BINDINGS ... THEY'RE SOON TO BE A COLlector's item. This week, the company announced that Look and Rossignol, which used to be two separate binding brands, will now fall under the Look name only. “It made sense for a while, but as of 2016-17, we’ll no longer be producing bindings under the Rossignol name,” says brand manager Nick Castagnoli. “It will make purchasing decisions easier, eliminate confusion among consumers, and let us combine resources for everything from production and distribution to sales and marketing.” In the past, he says, the company hasn’t been able to lend a strong voice to either brand, marginalizing each in the process. The move will also allow the company to bring in new dealers as strictly Look dealers. “Look is an a la carte binding brand,” he says. “From a dealer standpoint, it’s not tied to any one brand anymore. Stores will no longer have to be a Rossignol or Dynastar dealer to be able to carry Look.” Reducing the overall SKU count will also open up more resources for the binding brand, he adds, as well as open the doors for additional athlete sponsorship by eliminating potential ski brand conflicts. “Look is a very storied brand in the ski industry,” says Castagnoli, touting, among other things, the company’s new “locking jaw” coupling system. “This will help us leverage the brand’s strength.” To see for yourself, visit the new Look booth within this year’s Rossignol, Lange and Dynastar campus on the Show floor. —Eugene Buchanan
Feeling the Heat
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SNOW SHOW DAILY 2016 | DAY 1 SIAsnowshow.com
The Shmooz
CROWDS OF JOB SEEKERS AND REPS FROM SNOW sports suppliers, resorts and organizations met yesterday at The Shmooz, SIA’s industry job fair, hosted by Malakye.com during Industry + Intelligence. If you missed it, here’s some incentive to get involved next year: “Companies in lifestyledriven industries should participate in The Shmooz for the simple fact that you are able to connect with tons of potential employees face to face all in one place,” says Gary Wyman of Icelantic Skis.
PHOTOS BY JULIE ELLISON
WITH CONTINUED ADVANCEMENTS IN HIGH-TECH THERMAL-REGULATING, KINETIC AND REFLECtive fabrics, you’d think there may not be a need for heated apparel and accessories in winter sports. However, for some consumers, staying warm is such a priority that nothing short of good old battery-powered heat will cut it. And several exhibitors are responding with streamlined and otherwise improved heated products that offer variable temperature levels, ease of use, long battery life and enhanced comfort without being overly bulky, heavy or intrusive. ThermaCell ProFlex Heavy Duty Heated Insoles are rechargeable foot warmers that can be trimmed to fit any boots. Now operated by Bluetooth directly from your phone with three heat settings, they keep feet warm but not hot enough to make them sweat. Battery life is up to 6.5 hours with constant use, and the battery can be easily changed without removing the insoles from the boots. “Heated apparel is not new,” says Patty Tung, director of product development for Fera. “However, what we felt was missing was something versatile and light enough to wear as a layer.” The company’s new Suki vest offers lightweight core warmth with three heating elements placed in key circulation zones, as well as in the collar. It comes with a standard 7.4v lithium battery, offering three hours of heat on full power, which Tung says is more than most people will ever need. Seirus adds a new component mitt, the Heat Touch Torche, to its line of battery-operated handwear. The mitt combines a Hyperlite Xtreme All-Weather glove liner—which features a thin, flexible battery and three heat settings—as well as a fully waterproof leather outer mitt. FERA WOMEN'S SUKI HEAT VEST —Bevin Wallace