Vista, CA—Today DC announces three major developments for its snowboarding division. For the 2008/2009 season, DC will produce boards and bindings for its first hardgoods line. To support its hardgoods, outerwear and boots program, DC has signed four riders for complete head-to-board sponsorships, beginning January 2007. Additionally, DC plans to release the sequel to its successful 2005 Mtn.Lab Video in September 2007. The developments for DC’s snowboarding program are a natural progression for the brand, which is currently one of the leading boot and outerwear brands and boasts many of the top riders in the sport. The move solidifies DC’s position as a leading force in the snowboarding market.
“The expansion of our snow program is right in line with the progression that DC has seen over the years and will seek for the future of the brand,” said DC President Nick Adcock. “We will continue building DC Snowboarding with the same approach that built DC: a total commitment to the best products and athletes in the industry.”
“DC’s move into hardgoods is a territory where we feel we can make a significant impact, said Ken Block, DC Co-founder and Chief Brand Officer. “DC’s founders and many of its employees have been heavily involved in snowboarding through all aspects of the market, from boots to snowboards and all the way to magazines, so that made this an easy decision. We have the brand that can and will be a major player in all aspects of the snowboarding market.
DC produced its first high performance snowboarding boots built upon the brand’s skate style aesthetics and functionality in 1998, but its Co-founders were heavily involved in the sport for many years. Block and fellow DC Co-founder Damon Way were behind the brand Eightball, which innovated the first snow jean in 1992, Dub Outerwear, Droors Clothing, Blunt Snowboarding Magazine and co-owners in Type A Snowboards. During the 1990’s, these brands were some of the most the influential in snowboarding’s significant rise in popularity and were supported by some of the best riders in the industry.
Joining DC to help kick off its hardgoods program will be four of snowboarding’s most talented riders: Devun Walsh, Lauri Heiskari, Iikka Backstrom and Aaron Biittner. These riders have signed to promote DC’s entire line, from boards and bindings to boots and outerwear.
Current DC pro Devun Walsh has become a driving force behind the DC Team. Walsh is known for his smooth backcountry riding style and is currently ranked fourth by Snowboarder Magazine’s Rider of the Year Awards. He’ll spend this season filming with the DC Team for the Mtn.Lab sequel and with Backstrom and Heiskari for White Out Films upcoming release.
Hailing from Finland, pro riders Heiskari and Backstrom will begin riding immediately for the DC team. Their unique progressive approach to snowboarding made the pair a perfect fit with DC’s current team dynamics.
Known for his park and backcountry riding, Backstrom is a highly respected and well-known rider worldwide. He has appeared in numerous video parts and will keep his 2007 season packed with filming for the Mtn.Lab video sequel, Whiteout films, Wildcats Big Bastards and several contests.
Heiskari began riding at the age of nine and has become one of snowboarding’s most innovative riders. Known for a smooth, unique style in all terrain, Heiskari continues to push the sport forward through his constant progression of tricks and approach to riding. His upcoming season will be filled with filming alongside Backstrom and Walsh.
Aaron Biittner has been an amateur rider with DC since 2005 and will join the pro team for the 2007 season. A Salt Lake local, Biittner gained DC’s attention early on with his impressive park style during visits to the DC Mtn.Lab with other local riders. For the 2007 season, Biittner will film for an upcoming Mack Dawg production and The Mtn.Lab sequel. He joins fellow DC Pro Devun Walsh as they transition from their current DC sponsorship to include DC outerwear, boards and bindings.
“We are thrilled to have this caliber of riders join DC for total sponsorships, said Sean Lake, Promotions Director at DC. “We couldn’t ask for a better crew of guys. They share DC’s mentality of progression and fun with our snow division and are excited to help develop our growing program.
The addition of these riders to the DC family marks the largest support of DC outerwear the brand has seen since the program’s inception. The new sponsorships will significantly increase DC’s visibility in the snowboarding market through additional brand exposure, rider ads, media and video coverage. Consumers can expect to see these four riders sporting DC outerwear and boots and riding DC hardgoods for the 2007 season.
The new riders will join the entire DC Snow Team, which includes Travis Rice, Eddie Wall, Todd Richards, Bjorn Leines, Pricilla Levac and Kjersti Buaas, as they begin filming throughout the 2007 season for the sequel to DC’s successful Mtn.Lab Video. Directed by Pierre Wikberg (of The Mtn.Lab Video and the Robot Food trilogy) the video will capture the best of the team as they ride at DC’s private R&D center, The Mtn.Lab, and hit mountains and terrain around the globe. Complete with a remodeled Mtn.Lab, new snowmobiles from Yamaha and an unlimited gas card, the film promises to pack in tons exciting footage. The yet untitled film is scheduled to release in September 2007.
“We are extremely excited about our plans for the upcoming seasons, said Block. “The momentum internally behind these programs is tremendous, and personally, I am excited to see the brand take on new ventures at this level.