With the recent news of Armada and Line Skis producing snowboards there feels like a strange shift happening in the snow world. Ski companies, some of the same ones that once fought to keep snowboarders off their mountain, are now making snowboards. And not just dabbling in it. They’re pouring millions into marketing, production, and sponsorships, stepping into an industry that was built from the ground up by outcasts, rebels, and creators. On the surface, it might look like a win for snowboarding. But dig a little deeper, and it gets complicated.
On one hand, this influx of cash means more snowboarders are finally getting paid. Riders who have dedicated their lives to the craft — spending winters chasing storms, building spots, and pushing progression — are finally seeing checks that reflect their effort. That’s a good thing. These are athletes who live and breathe snowboarding, and they deserve financial stability. For too long, snowboarders have been treated like second-class citizens in the snow industry, so in that sense, this new attention feels like long-overdue recognition.
But here’s the other side: ski corporations stepping into snowboarding also means independent snowboard brands, the ones that actually live for this culture, are getting pushed further to the margins. These small brands don’t have million-dollar marketing budgets or ski-resort partnerships. What they do have is heart, creativity, and authenticity. They’re built by snowboarders, for snowboarders. When ski companies start dominating shelf space and ad slots, it squeezes out the very people who carried snowboarding through decades when it wasn’t profitable or trendy.
It’s also impossible to ignore the history here. Not that long ago, snowboarders were banned from resorts across the country. The ski industry looked down on snowboarding, calling it dangerous, disrespectful, and unrefined. Those same corporations lobbied to keep boarders off the hill. Now, after realizing snowboarding is not only thriving but culturally magnetic, they’re cashing in. Meanwhile, there are still resorts like Deer Valley and Alta that remain ski-only, where snowboarders are literally breaking the law by strapping in.
So yeah, it’s great that snowboarders are getting paid, and having a another platform to grow their presence in the industry. But is that where the benefits end? Are these companies planning to throw snowboard-only events, sponsor core projects, and support local scenes? Are they going to help maintain the raw, creative energy that makes snowboarding what it is? Or are they just buying their way in, hoping to sell “cool” to a younger audience for profit? I try to be positive about things, so I hope its the not the latter. Only time will tell.
At the end of the day, it’s a strange crossroads. Snowboarding deserves investment, but not at the cost of its soul. The culture was built on passion, rebellion, and community. On garage brands, DIY parks, and road trips in rusted-out vans. The question now is whether that spirit can survive under the weight of corporate ski money, or if the thing that made snowboarding special in the first place will get buried under glossy branding and profit margins.
Because snowboarding isn’t just a product. It’s a culture. For some of us, it's our whole fucking life. And that’s something no ski company can buy. The best course of action is to continue to support snowboarder owned and operated companies that give back and help build the community.
