“Finding the right partners to assemble the products you’re creating, those you work well with, whether soft or hardgoods, that’s a big component [of success],” Smith explains. “Forming relationships with manufacturing partners as if they’re internal employees, and treating them as we would like to be treated, that results in them going a lot further and having pride in assembling something that we’re all proud of.”
The quality of Armada’s products is certainly first-rate, as evidenced by the downpour of ski media accolades rained upon them each year. Fuse the outstanding craftsmanship of goods with a forward-thinking philosophy and brand attitude, and it’s no wonder why some of the best skiers in the world have joined Armada’s ranks.
Armada was the cool kid in high school who stayed out past curfew drinking beers and dodging the cops—the kid everyone wanted to be.
“Obviously, growing up in that era, Armada was the coolest ski company, and I was attracted to them because of that,” explains Phil Casabon, one of the marquee members of Armada’s current athlete squad. “It was because of JP Auclair, Iannic [Brouillette] and [Armada rep at the time] Mathieu Melançon. They treated me well and with loyalty along the way. I stuck with them ‘cause I believe building long-term relationships opens doors to opportunity.”
Stockholm’s longhaired, guitar-picking, big air master turned backcountry slayer Jacob Wester signed with the team in 2005; blue collar, park extraordinaire Mike Hornbeck joined in 2009; a then 15-year-old human highlight reel, Torin Yater-Wallace, of Aspen, CO, enlisted in 2010; Åre, Sweden’s Henrik Harlaut—perhaps the brand’s most recognizable star since his memorable Wu-Tang inspired Olympic performance—jumped on board in 2011; and the list goes on: Quebec’s Maude Raymond, Sweden’s Kim Boberg, Germany’s Lisa Zimmermann and British Columbia’s Riley Leboe all fly the Armada flag, to name just a few.
With everything that the brand has accomplished in a relatively short time, naturally one would wonder what’s next for Armada. That question was answered in late-2014, when the company announced it would depart its Costa Mesa home for snowier pastures in Park City, UT. But, why would a brand built upon skate and surf influences trade southern California for the ritzy, mansion-laden, mega-resort town of Park City?
“The company realized it was time,” explains Miller. “[The move] was coinciding with some growth and new hires, and it was just time for Armada to move to a mountain town.”
The HQ’s proximity to Park City resort is particularly advantageous, allowing Armada reps to whip up new ski designs, pack up the van, drive a quick 12-minutes up the road and be testing on-snow. The office is also in close proximity to Salt Lake City International Airport, allowing staffers to mobilize at a moment’s notice; the convenient location also allows athletes to drop by the office to preview prototypes, attend meetings, etc.
Smith stresses, in regard to the move, “the brand was founded on having the ability to generate [its] own creative outlet and represent skiing in the right way. That’s why we were based in California, to try and move ourselves as far from the ski world as possible and be influenced by areas outside of skiing.” And although the company has relocated, the philosophy certainly hasn’t changed. “We’re still centered around that ideal, we’ve tried to develop creative outlets for staff, athletes, designers, and that’s no different today than it was when we started.”
As I stand in the partially finished offices at 2700 Rasmussen Road, I’m inclined to believe Smith; the vibe here is unlike that of the many upscale, luxury-driven establishments in the area. Incomplete, yes, but the office is a skier’s domain, that’s for sure. I can only imagine what it’ll look like, and represent, once it’s finished. A shuffleboard taken from the Costa Mesa office lies to the right of the entrance, with a running scoreboard written in erasable marker on the glass wall behind it. Photos memorializing the Armada heritage—most notably of the founding team members—adorn the walls in O’Connell’s office. A dedicated showroom is included, too, where preliminary models for 2016-17 await testing.
The most inspiring item tying the office and brand to the foundations of freeskiing culture is evident upon first entering: A giant photograph of the late JP Auclair—arguably freeskiing’s most impactful figure. The image is tattooed with signatures from Armada teammates, staff members and fans who have conveyed messages like “Ski in Peace,” “G.O.A.T,” “Inspired by JP forever” and “We Love You JP.” The image serves as a piercing reminder of the pioneer’s legacy, and by extension, Armada’s, too.
“One of my proudest moments during [my time at the company] was the way everyone carried themselves [after JP’s passing]. All of our employees supported the Auclair family and Alpine Initiatives,” explains Smith. “The reason behind that is because of the influence JP had on every single person that ever met him. The values of treating people well, working hard and remaining humble are instilled in everyone here. Going forward, I think that will have a huge effect, ensuring that all of the products and initiatives we’re putting forth would make JP proud.”
And rather than shun the surrounding skiing community, Armada will seek to embrace it as the company hopes to host a DIY ski-building clinic sometime this fall. The intention is to spread a love of ski design—just as Auclair would have wanted.
The clinics are a prime example of Armada’s commitment to having fun, thinking outside the box and connecting with people. This passion for blazing new trails has propelled the brand into skier’s hearts and will solidify its image for years to come. While handfuls of manufacturers have come up short in maintaining production of high-quality product while sustaining a cool, core image, Armada has not. Armada is the skiing lifestyle, and it’s here to stay.
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