Freeskier CR Johnson, has just inked a deal with Tahoe-based 4FRNT. Not only signed as an athlete, CR has signed on to become a business partner. “It’s a cool opportunity to take the next step in my career,” announced CR. Being 100 percent athlete driven, a spokesperson for the company says, “We’re happy to have CR in the family finally. He was actually the first athlete we approached back when we started. He has our full support.”
After searching for a ski sponsor last season, CR has finally settled with 4FRNT and couldn’t be happier. “Myself and 4FRNT can translate our love for skiing into authentic product for the consumers. This is so much more than just skiing for a company, it’s being a part of a family.” Another big impetus behind signing CR was the fact that 4FRNT wanted to expand their casual wear. The company stresses that CR has been brought in for solely lifestyle clothing, not technical outerwear in any way.
As is the norm at 4FRNT, CR will be producing a pro model ski for the 2008-09 season. “My pro model will let people explore the heights of their potential on the mountain. The vision I have will be created into my ski. Basically it is creating a ski from the ground up as opposed to putting someone’s name on a top sheet and calling it a pro model.” CR will be testing and developing his ski all season to make it perfect. “Now I can put my free time and energy into a ski and clothing that are cool. I want to make skiing cool to everyone, the way we see it, that is one way I want to progress,” noted CR.
