Thirtytwo, a snowboard subsidiary brand of Switzerland-based Nidecker Group, has welcomed back Brad Alband in a new role as creative director. Nidecker is the creator and operator of board sports brands, including Nidecker, Jones, Rome, Bataleon, Emerica, éS, Etnies, and #YES.
The snowboard brand said in a media release that, “Alband is a real snowboarder; the kind you’ll run into at the mountain on a weekday because he believes there are no bad days on snow. He is a creative who has both an eye for trend spotting and a deep background in snow, skate and streetwear sales, design, and marketing leadership going back more than 20 years.”
Alband reportedly served as Thirtytwo’s sales and design manager from 2007 to 2011, during a period when the company launched outerwear, leaned into its skate and street heritage, and focused on the T32M. As the brand expands to launch bindings and other categories during its 30-year anniversary, the company said, “Alband is expected to work with the ThirtyTwo brand team to elevate the brand’s future while maintaining its rider-driven snowboarding roots.
“With a wealth of experience and a very clear path to market, Alband has a vision for communicating with the die-hard Thirtytwo consumer while reaching new snowboarders,” the company continued.
“What’s a yin without a yang? That’s exactly how it feels having Brad Alband back at Thirtytwo — the other half who helped double the brand when we first took it over,” said Thirtytwo Global Brand Director Brian Cook. “He’s the brother I never had; having him return as our new creative director feels like balance restored.”
Alband is entering this leadership role at a time when the brand is launching its first bindings with the T32M Fase, and “there is global demand for Thirtytwo,” the company said.
“The role of creative director is a big one, and Alband will be focused on it daily,” the company continued. “He will also continue to lead Autumn and Corduroy by empowering his team to manage day-to-day operations and bring his vision to life.”
Alband added that his first stint at Thirtytwo was a time he considers his best years in snowboarding.
“We had the freedom to shake up the brand and with that, disrupt the snowboard market,” he added. “Fifteen years later, I’m coming back with more experience at a time Nidecker Group is asking very similar things of the brand and empowering the brand group to go do it. I’m excited and grateful for the opportunity.”
Images courtesy Thirtytwo
