Giro Sport Design announced that Josh Reid has joined the team as its snow brand manager. Reid will oversee all aspects of snowsports marketing communications, advertising and public relations while also boosting Giro’s global brand image by managing creative content production, generating marketing collateral and liaising with international distributors.

“We’re excited to welcome Josh to the Giro team as he brings such an incredible depth of solid brand and marketing expertise to drive our snow business to the next level,” remarked Rob Wesson, vice president and general manager of Giro. “Josh shares our passion for all things snow and, most importantly, knows how to establish and deepen the relationships we have with our customers, retailers, and distributors worldwide.”

Reid has more than a 25-year career in the snowsports industry. He started as a prototype tester at Burton Snowboards, eventually leading Burton’s hardgoods testing department for snowboards, boots and bindings to contributing to public relations, developing its catalog and drafting product copy. In 2001, Reid co-founded Rome Snowboards with Paul Maravetz. While at Rome, Reid played an instrumental role in the company’s global creative and branding efforts, leading video, digital, print, and experiential activations while also solidifying Rome’s brand presence in U.S. and European markets. A short time after successfully overseeing Rome’s acquisition, Reid departed the company in 2018.

“I look forward to diving in with the riders and the truly talented in-house crew to create new content and new experiences that really tell the story of Giro in the mountains, whether that’s at a resort in North America, a deep forest in Japan, or a committed backcountry zone in Europe,” commented Reid. “And the fact that I can grab a splitboard lap in the Wasatch before work—that’s an added bonus.”

Reid plans to relocate to Utah to work from Giro’s Park City office in the coming months. He will continue to expand the brand’s cultural relevance by establishing the office as an event space and Giro Snow’s mountain headquarters.

Photos courtesy Giro, Josh Reid