ROXY – Ski

In 2005, Quiksilver acquired Rossignol and its robust portfolio of respected brands. Within weeks we were notified of the intention to launch the ROXY Ski division. The skis were to be built by Dynastar, the boots and bindings built by Look and Lange, the industry was buzzing, over the announcements. We had to scramble to create an entire capsule of materials to make tradeshows and sales season. It was an all hands on deck exercise across the globe with shoots happening in the alps, POP developed in France, ski art in various parts of Europe, marketing and sales materials in the states, it all came together quickly. One unique challenge was to "introduce ROXY" and its history to the ski industry, hence surf, sand and sun. The launch was successful, and sales exceeded expectations. The ski division continued to grow which allowed us to build a team, including the incredibly talented and game changing Sarah Burke. a Canadian freestyle skier who was a pioneer of the superpipe event, five-time Winter X Games gold medalist, and halfpipe world champion. She helped legitimize the products performance quality, and the growth of freestyle ski industry, thrusting ROXY to be a player in the ski market.