Prior Launches Women’s Board, Signs Dominique Vallee

Prior Launches Women’s Board, Signs Dominique Vallee

WHISTLER, Canada — July 2, 2002 — Prior Snowboards, makers of premium handcrafted performance boards in Whistler, Canada, has announced the launch of its newest snowboard specially designed for women — the Magestic. Chosen to represent the new board is Whistler pro rider Dominique VallÈe.

The Magestic is a snowboard for female riders of all ages and abilities who are looking for a stable, predictable ride that will take their snowboarding to the next level. The boardà­s slimmer waist accommodates womenà­s smaller feet. Increased sidecut and softer flex provide added control and manoeuvrability for women. The Magestic comes in an extensive size range from 139cm-161cm and has a directional freestyle shape.

“Although the board is a great ride for beginner and intermediate riders, its true ability is experienced by an expert rider, says Prior pro rider, Dominique VallÈe. “Many other women’s boards are great for beginners but leave experts with nothing to take them to the next level. The Prior Magestic is a great shape and allows me to constantly push the limits of my riding.

The Magestic has been in research and development since1995 when Chris Prior started working with pro women riders to shape a board specifically for their smaller stature. Until spring 2002, this model was tested and refined under the generic name Prior S. Today, the extensive testing is complete and all feedback is in. The model is ready to be fully launched as Magestic.

“We designed the Magestic for the woman who wants a high-performance, uncompromised ride in the halfpipe, yet who also wants to do all-mountain free-riding, says Chris Prior, founder of Prior Snowboards. “This board will assist pro riders like Dominique to achieve the performance they require to push their limits and raise the bar for womenà­s snowboarding everywhere.

Dominique VallÈe joins the Prior Pro Ride Team as its first female member. “I’m psyched to be working with Prior to help develop the Magestic and ultimately to effect the development of better boards for women, she says. “It’s a unique situation where I can be testing the boards on the mountains and then swing by the factory and provide instant feedback later that afternoon. This proximity will be invaluable to both of us.

Prior Snowboards has been making handcrafted snowboards since1990. Prior offers an extensive line of premium high-performance and custom boards to suit a variety of riding styles and preferences. All Prior snowboards are handcrafted at the Prior factory in Whistler, Canada, where the company has access to its team of local pro riders who provide comprehensive testing, research and development for the snowboard line.