Black Crows, the French ski brand making waves in North America with design-driven, performance ski products, has partnered with White Cloud Communication, a boutique communication and marketing firm specializing in active lifestyle, outdoors, adventure and winter sports brands. White Cloud will manage Black Crows public relations and communication strategy, effective immediately.

Black Crows was founded in 2006 in Chamoix, France by professional freeskiers Camille Jaccoux and Bruno Compagnet. The company introduced its growing line of freeskis to the North American market in 2014 and has since taken off, growing a dedicated following in North America and beyond. Continuing on this momentum, Black Crows prepares for the launch of a comprehensive apparel line for the 2018/19 winter season. The line is designed for avid freeski and backcountry skiers and, much like its hardgoods products, it will be design-driven with acute attention to detail without compromise in performance or comfort.

Black Crows’ partnership with White Cloud Communication will focus first and foremost on the launch of its comprehensive apparel line in North America, heading into the upcoming Winter 2018 Outdoor Retailer Snow Show (more details forthcoming). In addition, White Cloud will support Black Crow’s North American and global teams with communication strategy across all product lines.

“I’m proud of where Black Crows has come with a grassroots approach here in North America over the last few years, creating an extremely loyal following of hardgoods customers and advocates. As we move forward into this next chapter, we’re thrilled to partner with the team at White Cloud to put some more energy and strategy behind our public relations efforts heading into this year’s tradeshow season,” remarked Tristan Droppert, Black Crows’ North American marketing manager. “Cassie and her team are passionate skiers and outdoorswomen, all of whom have worked in-house for brands ingrained in the ski industry, an ideal match to help introduce our apparel line to the ski community.”

“The team at White Cloud is a group of dedicated skiers so we couldn’t be more thrilled to put our passion to work for a brand we wholeheartedly believe in.  Black Crows has proven its commitment to making damn good products, and we’re excited to help the brand make a huge splash with the launch of its complete apparel line,” said White Cloud Founder Cassie Abel. “To date, I haven’t found a ski I love more than the Atris Birdie, so there’s not a doubt in my mind that the apparel line will be loved by skiers around the world in the same way.”

Photo courtesy Black Crows