Video Blog

When Armada, a company known almost entirely for skis, announced that it would start producing snowboards, the snow sports world lit up overnight. The big news is that they have lineups for nine models that will hit shelves in 2026, and it certainly has not been quiet. I made a video blog about this and the controversy that has been sparked, particularly for those who feel strongly about what it means to be “core.” Snowboarding has always been something bigger than a sport. It’s a culture founded on a value for independence, creativity, and a touch of rebellion. That's why it’s ironic for riders to see a ski manufacturer enter the snowboard market. Riders on websites such as Reddit and publications like Slush are pondering whether it is a clever move for brands or if it is going too far for Armada. From cultural tension to potential benefits, I examined both sides of the issue. Armada has committed to crafting its boards "freestyle first,” based on feedback from seasoned snowboarders and professionals. If this is what they genuinely intend to do, it could be beneficial by bringing fresh attention to this sport, which is much-needed. However, if it’s all about exploiting another market for them, it could be detrimental to this sport by undermining its independence.

Sources:

• Snowboarder.com – Armada Snowboards Announcement
  
  

• Slush Magazine – Armada Snowboards Controversy
  
  

• Reddit – Community Discussion Thread