In the early 2000’s how people skied was changing, but legacy ski companies continued to anchor their identities in alpine racing. What came to be known as freeskiing was a departure from anything that had come before – it shared more in common with the freedom of snowboarding, skateboarding and surfing than it did with anything seen in skiing at the time. This new movement left more to the imagination, and there was a shared sentiment among a new generation of skiers that the style and progression they were pursuing should be celebrated. The time had come for a company that did exactly that.

The handful of people at the epicenter of skiing’s evolution came together: five skiers and a photographer from across the US, Canada and Europe consisting of JP Auclair, Tanner Hall, JF Cusson, Julien Regnier and Boyd Easley, along with snow sports photographer Chris O’Connell, or “OC.” This crew was poised to adapt the team-based model of snowboarding and skateboarding to a ski brand.

Today ARMADA continues as the athlete founded, athlete driven brand of skiing FOR skiing. Every product is developed with collaboration of the AR Family; our athletes and skiers everywhere alongside the most innovative engineers, designers, and artists of skiing. Bottom line, we collaborate and great things happen. THIS IS ARMADA. Skiers. Skiers who find mountains are their home. Skiers who see art in their core, and as an inspiration to draw from daily. Skiers who know fresh groomers can be just as fun as fresh pow. Skiers who know that FRIENDS, make everything better. Always.  Skiers who make JP proud, and never forget the power of a good laugh.