Skiing superstar Jon Olsson is used to seeing himself in spreads of popular ski magazines but when he was informed that The Seattle Weekly had placed him on the cover he was ecstatic. "It's such an honor to be on the front of the [Seattle] Weekly. It just shows that all of progression and hard work being done in skiing is finally being noticed by those outside the sport." Such mainstream coverage comes shortly after the Esurance Icer Air in San Francisco where spectators lined up at AT&T Park to watch the top athletes in snow sports compete. When asked why they choose to place Olsson on the cover, Seattle Weekly editors said, "We've been exploring a lot of extreme sports, from beer-tasting and soapbox racers in Fremont to crowdsurfing at Bumbershoot, we wanted to show our readers a diverse array of events and activities going on in the area. Also, our winter season guide was in this issue so having a celebrated skier like Jon on the cover just made sense."
Things are looking up for the ski industry these days. With mainstream exposure and interest in skiing ramping up many are talking about the possibility of skiing overtaking snowboarding in popularity soon. Such rumors are supported by snowboard companies entering the ski market. Palmer Snowboards and LIb Tech Snowboards have both produced a line of skis for the 07-08 season and many in the industry believe this is a sign that the tides are changing in the snow sport industry.