Bonfire Welcomes New Marketing Director

Portland, Ore., May 5, 2003- Bonfire Snowboarding, Inc., is pleased to announce the addition of Alex Birch, who joins the team as PLM and Marketing Director. As a veteran of the action sports industry, Alex has spent the last 13 years involved in a broad range of responsibilities including, team rider, retail, sales rep, and PLM. Alex joins Bonfire from Burton Snowboards where he worked the last 2 years as the Global PLM for bindings.

Prior to his time at Burton, Alex was a Product Manager for Adventure Footwear at adidas International. Previous to that, Alex worked for Bonfire Snowboarding for eight years, first as an Independent Sales Representative and later as a Territory Manager within the Salomon infrastructure. He has also represented a number of other board brands including Lamar, the Movement, MIA and Generics.

“When I originally started with Bonfire, they were just getting started. It was a family environment, and I worked with them to create the brand on the East Coast. I’m stoked to be returning to Bonfire. I’m bringing a strong knowledge of the history and the drive of the brand, as well as a fresh perspective. I can’t wait to get started, said Birch.

“Alex brings a well-rounded background to the position and I am happy to have him back with the Company. said Managing Director, Phil College.

“I am very happy to be returning to Portland with my family. My wife Jennifer, most recently the Director of Color at Jager Di Paola Kemp, will be able to stay at home with our son Satchel and a new baby girl due in early July. We have some family and a large number of friends in town, and expect to settle in easily, ” said Birch.

Alex will begin at Bonfire full-time in the middle of May.

About Bonfire Snowboarding, Inc.

Bonfire is built with a commitment to provide riders with innovative and unique products to unlock their potential and enjoy riding more. Bonfire Snowboarding Inc. is a division of adidas/Salomon. Established 14 years ago, the company joined forces with Salomon in 1995 and is now located in Portland, Oregon. The Worldwide headquarters are at 525 SE 11th Ave., Portland, Oregon 97214. World Wide Web site: