Main photos below shot by T Bird. Bonus click-through gallery above shot by Dave Brewer.
Words: T Bird
Ashbury founders Lance Hakker, Mike Hakker and Nima Jalali really have something special. In that the current state of the snowboard industry is mostly comprised of conglomerates and corporations, and that’s a good thing, because those brands stoke the flames for the little guys. The little guys like Ashbury in this particular case. The Goliaths put large amounts of money into the industry and allow the Davids to do their own thing and build their brand the way they see fit.
In Ashbury’s case, they’ve chosen to compile some of the world’s best jibbers (and some damn good jumpers, too) to fill their team roster, and today, at Park City, those riders were put on display on a course consisting of a handful of rails plugged into the snow by Jeremy Cooper and his dedicated park crew. LNP, Jake Kuzyk, Danimals, Alex Andrews, Sean Black, Scott Stevens, Chris Grenier, Jake Olsen-Elm, Johnny Miller, Chris Brewster, Jonas Michilot, and a slew of other metalheads put on quite a show for the crowd in attendance on the setup.
Of note is that this was a demo, not a contest. A heavily skate-influenced company, Ashbury took a page from their four-wheeled brethren by gathering their team on the slopes of Park City to just ride. What better way to stoke out the general consumer than by piling these dudes in a public place to showcase what they would be doing anyway? It was a pleasure to watch, and the attainability of the features made it even more fun to witness, as the masses strapped in and headed straight for the chairlift the minute the show was over. And that’s what it’s all about from a brand standpoint. Stoke kids out and make them head for the hills. Well done, fellas. It was a damn fine day indeed.