Nike Drops Snowboarding

Will put more focus on skateboarding

Oct 30, 2014
Outside Magazine
sage kotsenburg us snowboarding nike dew tour snowbasin slopestyle snow sports

Sage Kotsenburg, a Nike-sponsored snowboarder, in the 2012 Dew Tour Snowbasin Snowboard Slopestyle Semi-Final.    Sarah Brunson/U.S. Snowboarding

Nike has announced that it will be closing down its snowboarding business, according to the Oregonian. The company explained the move in a brief statement: “Nike SB will focus its innovation, design, and marketing resources on its biggest brand driver and growth opportunity, skateboarding. The current Holiday 14 Nike Snowboarding collection will be the final at retail.”

Snowboarding was never a major component of Nike’s business, and as stock analyst Mitch Kummetz told the Oregonian, sales of snow gear and apparel “have been very challenging for the last several years” due to lack of snowfall. Outside reported earlier this year that sales of snowboarding gear are down 29 percent over the past six years.

Nike’s foray into snowboarding included boots, clothing, and packs; its press statement said that the company would still produce a line of goggles. Sponsored snowboarding athletes like Olympic gold medalist Sage Kotsenburg will remain with Nike until the end of their contracts.