Armada (company)

Armada was founded in 2002 by a group of professional skiers and the ski and snowboard photographer Chris O'Connell, with backing from British venture capitalists. Its founding team of owner-riders consisted of Tanner Hall, the late JP Auclair, JF Cusson, Julien Regnier, Eric Iberg and Boyd Easley.[https://web.archive.org/web/20071118124051/http://www.armadaskis.com/company/ "Company"], Armada Skis website[https://web.archive.org/web/20131106194830/http://sportsillustrated.cnn.com/vault/article/magazine/MAG1114375/index.htm "Business Is Taking Off"], Sports Illustrated, December 6, 2004{{cite web|title=Armada Skis: The Pipe Cleaner brings pro level performance to the masses|url=http://www.theskichannel.com/gear/20100812/armada-skis-the-pipe-cleaner-brings-pro-level-performance-to-the-masses/|work=Ski Channel website|date=August 12, 2010}} They launched with 2 freestyle skis, the AR5 and ARV.{{cite web|title=Nouveautés Skis ARMADA 2013|url=http://www.skieur.com/actu-nouveautes-skis-armada-2013|work=Skieur.com|date=Feb 7, 2012}}

Armada [http://www.ocbj.com/news/2014/dec/30/costa-mesa-firm-headed-utah/ moved in 2014] from the founding home base of Costa Mesa to Park City, Utah. Erik Snyder, former CEO of Armada [http://www.newschoolers.com/news/read/Step-Armada-Skis-World-HQ was quoted] saying "The combination of Utah's business environment and abundance of world-class skiing make Summit County the ideal home for Armada's future."

On March 29, 2017, Armada was acquired by Finnish winter sports conglomerate Amer Sports for $4.1 million.{{Cite news|url=http://www.powder.com/stories/armada-amer-acquisition/#6gACxDwl0HczceIG.97|title=Indie Brand Armada Acquired by Huge Winter Sports Conglomerate|date=2017-03-29|work=POWDER Magazine|access-date=2017-03-30|language=en-US}}

Armada bills itself as skiing's first rider-owned, rider-operated manufacturer.{{citation needed|date=September 2012}} It works closely with ski professionals, who design their own products and are rewarded with equity in the company. Armada is known to the general public largely due to its association with multiple-time Winter X Games champion Tanner Hall, who is a founding team rider.{{cite news|title=School of hard knocks, Skier Tanner Hall has taken a unique path to success|url=http://nl.newsbank.com/nl-search/we/Archives?p_product=NewsLibrary&p_multi=CSGB&d_place=CSGB&p_theme=newslibrary2&p_action=search&p_maxdocs=200&p_topdoc=1&p_text_direct-0=116F9B58C091EF60&p_field_direct-0=document_id&p_perpage=10&p_sort=YMD_date:D&s_trackval=GooglePM|newspaper=Gazette, The (Colorado Springs, CO)|date=January 25, 2007}} In addition, Armada is credited with helping to shift mainstream perception of skiing in a younger, more dynamic direction through its unusual graphics and savvy marketing.Higgs, Philip, [https://www.nytimes.com/2005/11/10/garden/10ski.html?scp=1&sq=armada%20skis&st=cse "The Jolt of Spray Paint on Snow"], New York Times, November 10th 2005. It operates online stores in the US, Canada, France, and Germany.{{cite web|last=Knowles |first=Lori |title=Armada Skis Opens Online Store for Canada |url=http://www.skipressworld.com/en/ski-news/gearapparel-3/57954-armada-skis-opens-online-store.html |work=Ski Press World |date=December 8, 2008 |url-status=dead |archiveurl=https://web.archive.org/web/20101128143111/http://skipressworld.com/en/ski-news/gearapparel-3/57954-armada-skis-opens-online-store.html |archivedate=2010-11-28 }} In 2011 it announced a partnership with fabric makers Gore.{{cite web|last=Lampert|first=Henrik|title=Armada teams up with Gore for 2012|url=http://freeskier.com/stories/armada-teams-gore-2012|work=Free Skier|date=November 17, 2011}}

File:Armada Skis.jpg

Armada's current pro team consists of Tanner Hall, Jacob Wester, Phil Casabon, Mehdi Trari, Mike Hornbeck, Riley Leboe, Torin Yater-Wallace, Kim Boberg, Henrik Harlaut and Sammy Carlson{{cite web|url=http://armadaskis.com/team/ |title=Team | ARMADA SKIS |accessdate=2013-10-31 |url-status=dead |archiveurl=https://web.archive.org/web/20131102174556/http://armadaskis.com/team/ |archivedate=2013-11-02 }}

Products for the 2020/2021 season include skis, poles, bindings, ski wear and accessories. The ski includes lineup includes for men the ARV, Declivity, JJ, Whitewalker, Stranger, Edollo, BDOG, ARG III, Magic J and Tracer.{{cite web|last=|first=|date=Nov 22, 2020|title=Armada Skis|url=https://shop.armadaskis.com/en-us/men/skis.html|url-status=live|access-date=|website=|archive-url=https://web.archive.org/web/20200309195742/https://shop.armadaskis.com/en-us/men/skis.html |archive-date=2020-03-09 }} Women's skis include the ARW, Trace and Victa. Children's skis include the ARV, ARW, Tantrum, Bantam and Kirti. The JJ is claimed as being "the first all-mountain powder ski with rocker".{{cite web|title=Armada JJ: Two Skis in One Quiver|url=http://www.theskichannel.com/gear/20090601/armada-jj-two-skis-in-one-quiver/|work=The Ski Channel website|date=June 1, 2009}}

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Category:Companies based in Costa Mesa, California

Category:Ski equipment manufacturers

Category:2017 mergers and acquisitions