For old shreds who used to go through 15 rolls of duct tape a season trying to get a little heel hold in their old Sorel Caribous this news will bring a chuckle. Sorel, a brand now owned by the giant Columbia Sportswear Company has just signed a sponsorship deal to be the “official boot sponsor” of the U.S. Snowboarding team.
Sorel will outfit athletes, event staff, volunteers, on-air talent and VIPs with Sorel footwear, including the original Caribou boot, which was introduced in 1972 and has become one of the leading winter boots of alltime. . . . “USSA is excited to be partnering with Sorel around U.S. Snowboarding and several of our competitions,” said Ted Morris, U.S. Ski and Snowboard Association vice president, sales and marketing. “Our athletes, staff andspecial guests will have warm, dry feet no matter what the weather is like at our events in the mountains where winter can bring varying elements. It’s a privilege to be working with a brand like Sorel.”
The company’s failure to capitalize on snowboarding in the late 80s is still one of the greatest marketing fumbles in action sports’ history. Welcome back, Sorel.
[Link: International Business Times]
this is great. especially when there is thick snow. i think i’ll buy me one.
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