This year’s SIA Trade Show in Denver, CO., had more blurred lines between apparel and lifestyle than on a Robin Thicke video. To distinguish between skier, boarder, skater or wanna-be was a daunting task for marketers who wanted to reel-in their target market. Who went with what? Armada, born from a few beers between the world’s best skiers, unblurred those lines as definitively as a pair of Foster Grants when it unveiled a full line of ski-specific apparel.
Not only does Armada make world-class skis, but it also creates lifestyle apparel that transitions seamlessly from hill to street. Armada identifies with the identity.
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Skiers crave their own identity, hoping never to be mistaken for a skater-dude or, at worse, a snowboarder. Kyle, Armada Brand Ambassador, talks about the transition from technical to lifestyle apparel which embrace and promote that skiing-is-life identity. “It’s about bridging the gaps between cultures and lifestyles by bringing people together,” says Kyle. You won’t need to be a tag spy to identify Armada’s apparel because it’s designed “for skiers, by skiers.” If you have to ask, you wouldn’t understand.
Armada bridges this gap by forming a symbiotic relationship between brand and cultural- influencers, like former artist Mateez, who may not know how to ski but sure the hell knows how to create visionary masterpieces that parallel the skier persona. For it is Lifestyle that will promulgate the Armada wearer as a member of a culture that stands proud from the mall to the mountain.
Aside from adding lifestyle apparel to its 2015 line-up, Armada is also introducing several new ski models. “We are a family of skiers, designers, artists, and athletes dedicated to making the best Outerwear and Skis in the world.” Long live the Armada lifestyle.
Find your lifestyle at https://www.the-house.com/
