I didn’t attend SIA this year. Maybe next year. In the meantime, they bombarded me with press releases and mailers so here are the top 3 things that I didn’t see.
- Apex ski boot system. I thought it was a snowboard boot or maybe it was a Tele/AT boot. But it turns out it’s supposed to be a full fledged alpine boot. It’s no secret that ski boots are a pain in the ass. I’m sure they’ve gotten better since the ones I last purchased circa 1995, but for general comfort snowboard boots beat ski boots 8 days a week. Maybe Apex will change this. Or maybe it’s just a gimmick like Rot-Ahr snowboard bindings.
- Douchebags. As if this needs an explanation. Look, I’m sure the fine folks at Douchebags make a quality product but… I can’t even finish that sentence with a straight face because the name. Seriously. I can only imagine the strategy meeting that took place where they settled on this approach to branding: “Alright, the folks in our branding department have narrowed it down to 3 choices: Douchebags, Shitstains, or the Cleveland Steamer.” Someone’s gotta make them tough decisions.
- Lumberjack-wannabe-hipsters are the next untapped market. God help us.