Sims, the snow brand, is celebrating its 35th anniversary during the
2011-2012 snow season with a new campaign, called “SIMS Did It First.”
which highlights 20 Sims product innovations that changed the sport of
snowboarding forever. Sims “Firsts” include the world's first snowboard,
first metal edge snowboard, first pro-model snowboard, first women’s
snowboard and the first folding highback bindings.
“This year marks an important milestone for the Sims brand. Few brands
in existence today are as tied to the birth of snowboarding as Sims,”
said Bruce Pettet, president and CEO of Collective Licensing
International (CLI), the company that manages the Sims brand. “When you
look back on all the product innovations that Sims brought to
snowboarding, it is clear that the brand had a significant role in the
evolution of the sport and the industry.”
Incorporated in 1976 by Tom Sims, SIMS is the first established
snowboard brand. Thirty-five years later, as snowboarding has grown into
a much bigger sport and business, Sims has grown and evolved as well.
Now distributed in more than 15 countries, Sims has continued to focus
on product innovation, which has allowed it to build upon its base of
passionate brand loyalists. To help tell the story of Sims “Firsts,” the
brand, with the help and guidance of Tom Sims, dug through archives and
conducted hours of research to pull together the impressive list of
Sims “Firsts.”
“When I look at the product innovation list, I'm very proud of what the
brand has accomplished and what it continues to do today,” Tom Sims
said. “I look forward to the next 35 years.”
Sims has recently partnered with the Canadian company COMP-X, led by
legendary snowboard innovator Louis Fournier, to design and distribute a
new board technology that will be produced in Quebec and that will, yet
again, change the industry and experience of snowboarding. The
patented technology will be launched later this season and will add to
the already notable list of SIMS “Firsts”.
