(San Francisco, CA-July 7, 1997) Switch Manufacturing and snowboard boot powerhouse Northwave entered into a significant license partnership on June 17. The Italian based footwear maker will produce a Switch Compatible step-in boot line to be introduced at ISPO in February 1998, for sale in retail stores in the Fall of 1998.
Northwave has been committed to snowboard boots for eight years, building a solid brand name synonymous with high quality, comfort and fit. “We’ve been actively researching step-ins for two years,” explains Dane Hjort, Northwave’s Director of Marketing. ” Switch has a proven product and we needed a partner who shared our standards. Northwave is dedicated to building quality footwear. Switch is dedicated to building a quality binding. We think it’s a good fit.”
Switch moves closer to becoming the industry standard with this vital partnership. “A marriage between Northwave and Switch will be a winning combo for us,” comments Mark Richards, owner of Val Surf Shop in Southern California. “It will compliment our already successful Switch/Vans combo. This will add significantly to total Switch sales in our store. Switch will dominate the step-in market even more so.” Northwave and Vans, two of the top four boot brands, together with current licensees (Raichle, Nice, Nidecker, Exo, Gordo, Heelside) will offer consumers more choice in boots than any other step-in system.