Thanksgiving Stuff(ing)

With Thanksgiving here and the Backbone crew going to visit family, bike, ski and head to Camp Woodward, I wanted to post some “stuff”.

First, wanted to give thanks to all the great brands we work with. Seriously, it is fun, humbling and inspiring to be affiliated with such great people. Busy lately, Nate is flying back from Paris and a Polartec launch today. I have been at various Sales Meetings this month and head out for more on Monday.

Ian Anderson go carting in Newport Beach

Ian Anderson go carting in Newport Beach

Just this morning is a great example of the madness. Brad (name changed to protect the not so innocent) emailed asking for bottles of the world’s greatest hot sauce. For those unfamiliar, this hot sauce is unbranded, unlabeled and locally made here in Carbondale. Google Tortilleria La Roca in Carbondale and get the map. Brad offered to break trail and give us first tracks in Little Cottonwood if we deliver the goods. Roch (name also changed) emailed asking for Honey Stinger Chews – to keep his ski testers juiced at Snowbird Tuesday.

Lastly, this curmudgeonly dude from Washington, we’ll call him Roger sent this.

Like I said fun, humbling and inspiring.

Freeskier Takes the Backbone Kickball Classic Championship UPDATE: Now with Video!

Let’s get two things straight.

Sarah talking pre-finals smack

Sarah talking pre-finals smack

The J Team - J-LD, J-Lantz & J-Smith

The J Team - J-LD, J-Lantz & J-Smith

One, the 3rd annual Backbone Fall Kickball Classic is a low key affair. Yes, we have pizza, Red Vines, beer and of course a 3-foot tall Champions of the Kickball World green trophy. And not just any beer either, this year we were blessed with a special barrel of New Belgium Lips of Faith – Le Fleur Misseur. But the scene is a low key affair, with writers, friends and their kids drifting in and out of the fray.

Backpacker's Dennis Lewon & his pitching coach

Backpacker's Dennis Lewon & his pitching coach

 Jonathan G and Mike May showing off their facial hair...

Jonathan G and Mike May showing off their facial hair...

The more important point is the second – with a trophy on the line – the bragging rights are serious. So don’t let the low key pretense fool you. People are out for blood.

These guys should be behind bars - CJ, Jason and Metzler

These guys should be behind bars - CJ, Jason and Metzler

This year, Freeskier Mag came up big, routing Skiing Mag in the first round then easily dispensing with the hosts – Backbone in the finals. Clad in fake mustaches, Backbone reached the finals by taking out the Freelancer/Freeloader/Backpacker team in round 1.

Skiing's Jake Bogoch hands over the hardware to the victors at Freeskier!

Skiing's Jake Bogoch hands over the hardware to the victors at Freeskier!

Overall, fun was had. Thanks to 50+ who atteneded. Congrats to team Freeskier and lookout for next year!!!!

From Climate Change to Google Wave

Here are two things worth a quick watch. The first is a relevant commentary on climate change and how it may impact our future.

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The second is a great take on what potential Google Wave may hold as a communication tool. Anyone care to guess how long ago email was invented?

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Skier caught in avalanche lands on CNN

What makes online content go viral?

While there is interesting discussion on engagement and new terminology created everyday on the ever changing front of social play – what makes virality happen remains a bit of a dark science. There are emerging agencies that can help with virality, but nothing works as well as great unadulterated content that is compelling and somewhat “sticky.”

Yes, you can crowd source to build interaction and explore viral loops – but this quick case study  supports the unpredictability of it all. Last winter, Black Diamond received helmet cam raw footage of a skier in AK getting caught in an avalanche and buried while wearing an AvaLung. The skier is quickly rescued by his group – but the footage is powerful and when BD released it on their site, they saw solid traffic.

Scroll forward to two weeks ago, the same raw footage video went viral on vimeo – and the reach has been staggering. While the raw footage is longer to view, it lacks  any attachment to commercialism. But why has the now dated, raw video propagated so much more extensively than the initial clean version unclear. In the last week alone we had calls from major networks news and leading talk shows. Either way this is likely the first documented case of a skier getting caught in a slide in AK and landing on the cnn.com homepage…

Cloudveil Multi Media Campaign Makes and Breaks Promises in NY Times

Everyone is talking about it.

How does one make an awesome bowl of multi-media soup? That is the question and  yes, we are talking about feeding consumers, publishers, bloggers, dealers and even sales reps.

Skip work for a Powder Day? Send flowers...

Skip work for a Powder Day? Send flowers...

The ingredients you get to use? How about advertising, marketing, PR, and social media. Maybe, throw in a dash of mountain town attitude and some humor.

That is what Cloudveil has done with help from Boulder based, TDA their creative agency. Is it good? Well the NY Times thinks so.

Strangely, I have yet to receive a single mug like this in over 12 years

Strangely, I have yet to receive a single mug like this in over 12 years

The concept is that Cloudveil consumers “abuse etiquette in pursuit of recreation,” as explained by Jonathan Schoenberg from TDA.

What’s next? Look for additional upcoming viral plays that focus on mountain culture.

Dolomites Climbing and La Sportiva HQ

I escaped to the Dolomites with my wife for some climbing and via feratta madness the last few weeks. We also got to tour the La Sportiva factory with GM Lanfranco Brugnoli.

Where's our line? Punta Fiammes outside Cortina

Where's our line? Punta Fiammes outside Cortina


Cinque Torri Hut

Cinque Torri Hut

Let’s see, started in Cortina and the Cinque Torri hut for climbing. Gardena and Sella Pass for sport climbing and VFs. Multiple rifugios, local grappa, homemade pasta… what’s not to like?

Snowy Via Ferrata above San Martino di Castrozzo

Snowy Via Ferrata above San Martino di Castrozzo


Kir topping out before the clouds rolled in

Kir topping out before the clouds rolled in

At Sportiva we witnessed the process that makes their shoes and boots so legendary. Super efficient, yet detail oriented with every shoe being touched by hands over 100 times from start to finish. Rad. For my entire trip in Italy I took Gandalfs, Miuras and Wildcats (and a pair of cheap flip flops).

Sportiva assembly lineage

Sportiva assembly lineage


Craftmanship

Craftmanship


You know you want them...

You know you want them...

Ciao!

Advertising Dead? Think Again…

Lots of talk these days about print advertising being dead and how much people hate banner ads online.

Here at Backbone, we see this common wisdom as having some truth but more so mixed with a healthy dose of opportunity.

What do I mean by that? Well, print advertising IS changing, but there is still great value in leveraging campaigns across multiple media platforms. Rather than drone on about theory here  – let’s use some examples.

First example is Black Diamond helping every surfer who is numb to banner ads and skyscrapers with their new creatives. Confronted with how to draw attention to their efforts online BD simply looked at who they are and what they do best – which is climb and ski. (Okay, they design and build some cool stuff too).

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If you find yourself hitting the refresh button to watch this guy whip or wanting to draw landscapes of a crag like Renan O. then yes, BD wins.

Cloudveil is running a new print campaign for F09. Cleverly designed by tda in Boulder, the print ads tie into online promos and leverage social media to not  just sell product but the mountain culture Cloudveil is all about.

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Add partnerships with 1-800-flowers, Zazzle and Kool Dog Cafe and what was dead is now very much alive and kicking.

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Man, those guys at tda are smart – though they can be a bit edgy.

August is the official start of ski season!

Yes, it is August. School has not even started and the Denver Broncos have played only one meaningless pre-season game. But with the first crisp morning already come and gone and some fall foliage spotted yesterday on a mountain bike ride – ski season is officially here.

Thomas Hodel ripping the BC near Davos

Thomas Hodel ripping the BC near Davos

Need more proof? Bears are wreaking havoc foraging for what promises to be a HUGE winter and all the snow mags are on the newsstand.

Houdini, the Aspen local bear 8/19

Houdini, the Aspen local bear 8/19

And best of all, for kicking your dreams into powder filled visions are films like this one from the POWDERWHORES, titles Flakes.

The Next Generation

One of the tenets of our business is that you have to believe in the products you represent.

Summit of Windom

Summit of Windom

So, with new pack technology, single-wall tents and trekking poles coming down the pike – we took off high into the Needle Mountains to test some products and bag some 14ers with our kids.

Girls reading b4 bed

Girls reading b4 bed

Like many things the plan was more complex than it first appeared. Grab a train in Silverton. Hop off in Needleton along the Animas River, hike 8 miles into the wilderness and then climb 3 14ers over 2 days.

Testing trekking poles

Testing trekking poles

How’d it go? Great.

can you spot the climber on the ridge of Sunlight?

Can you spot the climber on the ridge of Sunlight?

The new larger BD packs carry like a dream. The new Nanoshield fabric on the superlight tents were breathable and the kids’ loved their trekking poles.

Keep your friends close and the coffee closer

Keep your friends close and the coffee closer

See you out there!

Summit of Sunlight

Summit of Sunlight

Bill’s Phone

Bill Crouse works for Black Diamond doing international sales.

Bill spends a lot of time in the thin air – on planes and with his climbing as well.

Crouse guiding Everest 5th Summit

Crouse guiding Everest 5th Summit

Bill rarely knows what time zone he is in – but still manages to sneak in quick mountain missions in between trips to Asia, Russia, Oz and locally.

Last summer I saw Bill in Switzerland, Germany, SLC and then at the Lower Saddle on the Grand Teton all in the span of 3 weeks.

Bill on Elbrus - his 7th Summit last week

Bill on Elbrus - his 6th Summit last week

In the last three days, I’ve gotten a couple of pics from Bill’s phone. Summit of Elbrus with BD’s CEO Peter Metcalf, Kolin Powlick, Ryan Gellert and BD’s Russian distributor Oleg Banar and at the Freidrichshafen OutDoor Show checking in on the new Award Winning Contact crampon.

Friedrichshafen today - BD Contact crampon wins OutDoor Gold Award

Friedrichshafen today - BD Contact crampon wins OutDoor Gold Award

Life is tough for Bill’s phone.