adidas Snowboarding – Fall/Winter 2012 Collection Lookbook | Featuring Jake Blauvelt

By - October 12th, 2012

Before continuing on, you might need to read the title for this story again, and yes, its not adidas Skateboarding but adidas Snowboarding instead. After sitting on the sideline a bit, the Trefoil brand is finally going all in to this new market, though the company is anything but a novice in the snow sports industry however. adidas‘ parent company, adidas Group, owned snow equipment brand Salomon till 2005 when the Finnish corporation Amer Sports brought it. As a way to capture the action sports side of the business, adidas eased itself back into the market first with several collaborations, including ones by Star Wars (Planet Hoth) and Burton Snowboards. To facilitate the move further, adidas signed riders Eric Jackson, Helen Schettini, Keegan Valaika, Kazu Kokubo, and Forest Bailey to its first ever pro-rider team. Learning from adidas Skateboarding’s success and its work with Mark Gonzales, the new snowboarding entity signed Jake Blauvelt as the team’s anchor.  One other notable lesson would be its product portfolio. As an affiliate to adidas Originals, the design focus by the snowboarding division would be lifestyle oriented rather than performance base. Already, the new brand released its first product, the Jake Blauvelt Boot, Blauvelt’s signature footwear, now available at adidas Originals retailers worldwide.