Questions answered by International Sales Manager Dan Sullivan
What are the biggest forces shaping the changes and developments you've made to your boards?
Camber profiling has been the number one motivation for our most recent development platform. After experimenting with continuous 3D camber and designing the NoHang-Ups Pop and Rocker profiles, it's become clear that further exploration in our NHU Diamond has created a camber type that makes for a more balanced combination of buttery fun and poppy responsiveness. Creating a board that ollies and tracks straight but allows for more play near the contact points while being essentially catch-free. We've also innovated in core design with a horizontally laminated 4-ply design that creates the loosest feel we've ever designed.
To what degree are you emphasizing camber shape and core profiles in your lineup?
Camber is still huge. We have a variety of camber designs that we believe 100% in each one of them. Over 12 boards in our 13/14 line are built with our NoHang-Ups camber that merges our Diamond design with our 3D Continuous Curvilinear Rocker. In addition to NoHang-Ups, we offer three rockers, a powder camber and straight-up positive camber. In core design, our new 4-Ply horizontal core controls for playfulness, and we have also redsigned the flex and thickness of the boards with our Skatecore Profiling. We have also extended transition zones to add more contact with the snow and more play in the ride with our ButterOut Transition zone technology.
Are you cooking up any new materials or construction techniques?
In our 12/13 line we experimented with a horizontally laminated board construction similar to how a skateboard is manufactured—this is our new 4-Ply Core Matrix. With a new board introduced to our line, the Boneless, this NEW 4ply core matrix has its inspiration rooted in skateboarding. By compressing these four laminates horizontally the board has a super playful feel that locks into handrails and ollies like a skateboard.
What themes are you seeing for graphics?
Art is a key part of our board line; always has been. Part of that process is that we look to continually evolve and not just offer the same graphics on the same boards year after year. Depending on the style and price point, the park boards are swaying in two polar directions: either extremely loud and bold with vibrant colors, or dark and discrete with a black-is-back vibe. As for the higher end price points we are seeing a buyer who enjoys a tastefully done piece of art or a more seriously directed theme that changes from individual board sizes. New twists on skulls and Hawaiian prints are in, and solid color blocks with in depth design work are leading the way for the 13/14 season.