Rossignol Snowboards is gearing up for some big growth, says Pascal Joubert des Ouches, snowboard marketing manager for the brand.
Rossignol plans to build a minimum of 165,000 snowboards for the ’00/01 season, he says, including 35,000 Original Sin boards.
Located an hour northeast of Barcelona, Spain in the tiny town of Artes, the Rossi factory built more than 120,000 snowboards last year.
Joubert also outlined some of the new promotional programs Rossi has in the works in an e-mail sent to SNOWboarding Business – including a 30-second television commercial in October on U.S. channels.
According to Joubert, the commercial storyline follows a “fashion victim” as he hikes up a mountain looking for a virgin pow run. “The guy looks like nobody from our tribe,” writes Joubert. “He is more like a mixture of Arnold Schwarzenegger and James Bond.
“When he finally struggles to the top,” continues Joubert, “Ron Chiodi appears from nowhere, steps in looking so cool compared to this poser, and blasts down the slope.”
Rossignol will pre-launch the ’00/01 pro line (boards for the specialty market) in November and Joubert says the entire program will be backed in specialty stores with solid point-of-purchase displays.
The graphics will continue to improve from last year, says Joubert, and Rossignol will launch a new corporate identity and corporate symbol for the snowboard program “a major sign of Rossignol’s regeneration and commitment to the youth market,” writes Joubert.
The Rossignol team includes Andrew Crawford, Dionne Delesalle, Ron Chiodi, Jeremy Jones, JF Pelchat, Paavo Tikkanen, Tony Roos, Doriane Vidal, Jonas Emery, and Gaku Nagata.
Other developments, according to Joubert, include a new Web site, a strong consumer brochure for the winter months, and a new promotional video called Riders Digest produced by Jacques Roiseux from Adventure Scope that will debut in September.