The Snowsports industry experienced some significant changes starting in and around 2000. At that time legacy ski companies that had been around since the 1970s were primarily focused on the traditional ski market. With the growth of the Snowboard market starting in the late 1980’s skiing was looking for a similar revitalization. New innovations and out-of-the-box thinking kicked off the birth of freeskiing - it was different from anything seen on the slopes before but held true to the fundamental concept of free expression and passion for the mountains. A clear opportunity was open to develop a company whose product line celebrated these progressive changes.
Ready to tackle this challenge, five skiers and a photographer from across the US, Canada and Europe came together to create something amazing. JP Auclair, Tanner Hall, JF Cusson, Julien Regnier and Boyd Easley, along with snow sports photographer Chris O’Connell, or “OC.” Founded Armada which is now part of the Amer Group which also owns legacy brands such as Atomic and Salomon.