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Full Tilt to be branded as K2 boots?

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smh
Posts: 410 - Karma: 2,143


Credit/thanks to @OutofBoundsPod and @skiingrogge (on twitter) for delivering the news. Interested to see the details on how this all shakes out. Thoughts?
Sep 28 2021 7:33PM
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ReturnToMonkey
Posts: 6269 - Karma: 67,626
Why doesn't K2 just buy them but maintain the Full Tilt brand? They will lose a lot of customers because of this...
Sep 28 2021 7:35PM
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smh
Posts: 410 - Karma: 2,143
ReturnToMonkeyWhy doesn't K2 just buy them but maintain the Full Tilt brand? They will lose a lot of customers because of this...

K2 already owns Full Tilt and has been maintaining the brand I believe
Sep 28 2021 7:37PM
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WoFlowz
Posts: 7781 - Karma: 63,848
BRAD YOU BETTER MAKE THOSE FULL TILT GRAPHICS WITH SWITCH LIPS MOM ON THEM IF THIS HAPPENS
Sep 28 2021 7:37PM
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CatdickBojangles
Posts: 6183 - Karma: 62,660
@tomPietrowski wut?
Sep 28 2021 7:37PM
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WoFlowz
Posts: 7781 - Karma: 63,848
ReturnToMonkeyWhy doesn't K2 just buy them but maintain the Full Tilt brand? They will lose a lot of customers because of this...


Same parent company
Sep 28 2021 7:43PM
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r00kie
Posts: 5238 - Karma: 59,559
No, just no. How does this make any sense from a branding/marketing perspective? Someone with more intel has some beans to spill.
Sep 28 2021 8:15PM
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BradFiAusNzCoCa
Posts: 6734 - Karma: 58,151
Wasn’t full tilt originally a wakeboarding brand owned by K2 that they turned into full tilt?

edited to say realistically FT is just the FT and FTE shell and everything is built on that. So they could, technically, swap out FT with K2 logo and just run those two shells as the “limited boot offering” and allow the rest to be customized

**This post was edited on Sep 28th 2021 at 8:39:28pm
Sep 28 2021 8:36PM
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AngryGramps
Posts: 242 - Karma: 701
Fuckin hell was coming here to post this. Sad if true. Stocking up this season
Sep 28 2021 9:33PM
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Yukon_Cornelius
Posts: 305 - Karma: 2,643
“Get K2s” will never be the answer to every question tho
Sep 28 2021 9:36PM
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Chunderface
Posts: 2471 - Karma: 9,608
See sig.
Sep 28 2021 9:38PM
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snowfinder
Posts: 2773 - Karma: 33,435
Is line next?
Sep 28 2021 9:39PM
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CLQ
Posts: 2709 - Karma: 11,259
r00kieNo, just no. How does this make any sense from a branding/marketing perspective? Someone with more intel has some beans to spill.


The average person would know K2 skis more than Full Tilt boots... Not sure this is the right move tho
Sep 28 2021 9:40PM
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smh
Posts: 410 - Karma: 2,143
BradFiAusNzCoCaWasn’t full tilt originally a wakeboarding brand owned by K2 that they turned into full tilt?

edited to say realistically FT is just the FT and FTE shell and everything is built on that. So they could, technically, swap out FT with K2 logo and just run those two shells as the “limited boot offering” and allow the rest to be customized

**This post was edited on Sep 28th 2021 at 8:39:28pm


True... I'm most curious about how this will shake out for the athletes and the pro models. Will we see the SC pro / B&E live on as k2 boots?
Sep 28 2021 9:44PM
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Gmeister25
Posts: 152 - Karma: 1,110
Sep 28 2021 9:46PM
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matt.morc
Posts: 10 - Karma: 211
this is very not core
Sep 28 2021 10:25PM
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animator
Posts: 4547 - Karma: 26,213
BradFiAusNzCoCaWasn’t full tilt originally a wakeboarding brand owned by K2 that they turned into full tilt?

edited to say realistically FT is just the FT and FTE shell and everything is built on that. So they could, technically, swap out FT with K2 logo and just run those two shells as the “limited boot offering” and allow the rest to be customized

**This post was edited on Sep 28th 2021 at 8:39:28pm


Yeah it was a wakeboard company that they already had the rights to, so K2 gave JLev the liberty (but not the money) to start Full Tilt with the old Raichle technology
Sep 28 2021 10:28PM
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VT_scratch
Posts: 8737 - Karma: 5,822
ReturnToMonkeyWhy doesn't K2 just buy them but maintain the Full Tilt brand? They will lose a lot of customers because of this...


why do you think they'll lose customers? do you really care about the brand name slapped on the side of the boot? if the boot is the right boot for you, you should buy it regardless.
Sep 28 2021 10:34PM
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jakeordie
Posts: 661 - Karma: 3,263
Coffee is for closers
Sep 28 2021 10:34PM
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ReturnToMonkey
Posts: 6269 - Karma: 67,626
I know so many people who really do just care about the brand name. I also don't think they will keep the same models. I haven't even seen any K2 boot marketing but plenty of FT. Full Tilt has industry legacy, like Saga did, a lot of people will not be pleased with this decision.
VT_scratchwhy do you think they'll lose customers? do you really care about the brand name slapped on the side of the boot? if the boot is the right boot for you, you should buy it regardless.
Sep 28 2021 10:53PM
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ASSholebomber22
Posts: 6594 - Karma: 69,728
This is a strange move. Someone here's gotta have marketing experience, what's the idea here? To bring the raichle/full tilt to a more 'mainstream' brand as something new?
Sep 28 2021 10:57PM
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animator
Posts: 4547 - Karma: 26,213
big cringe if true
Sep 28 2021 11:09PM
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VT_scratch
Posts: 8737 - Karma: 5,822
ReturnToMonkeyI know so many people who really do just care about the brand name. I also don't think they will keep the same models. I haven't even seen any K2 boot marketing but plenty of FT. Full Tilt has industry legacy, like Saga did, a lot of people will not be pleased with this decision.


yeah fair. I feel like ski brand loyalty is big but personally boot fit is so important that I don't care what brand I need, I get my foot measured and find a brand that has a last closest to mine etc.
Sep 28 2021 11:30PM
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ReturnToMonkey
Posts: 6269 - Karma: 67,626
VT_scratchyeah fair. I feel like ski brand loyalty is big but personally boot fit is so important that I don't care what brand I need, I get my foot measured and find a brand that has a last closest to mine etc.


I am the same. I currently rock Roxa Elements and love them, especially the Intuition liner, more than the liner in my FT Ascendant SCs
Sep 28 2021 11:35PM
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Casey
Posts: 7806 - Karma: 23,774
I had a pair of Raichle’s as a kid and I hated them. Held it against Full Tilt to this day. Sorry not sorry those boots weren’t for me
Sep 29 2021 12:14AM
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AaronO.
Posts: 1165 - Karma: 3,187
Not very core if true
Sep 29 2021 12:43AM
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teamdummy
Posts: 1187 - Karma: 2,595
Please o please, K2, call them what ever you want. But please continue to make at least one model of the classic shell!
Sep 29 2021 1:22AM
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life_is_hood
Posts: 502 - Karma: 1,972
About to pull a seth morrison and cop 3 pairs of boots and a shitload of parts
Sep 29 2021 2:31AM
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Rparr
Posts: 5437 - Karma: 43,447
Fuck it i just bought boots but I might have to buy another pair if this is the case
Sep 29 2021 4:09AM
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Rparr
Posts: 5437 - Karma: 43,447
ReturnToMonkeyI also don't think they will keep the same models.


This is my fear.
Sep 29 2021 4:13AM
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CatdickBojangles
Posts: 6183 - Karma: 62,660
@FullTiltBoots pls help
Sep 29 2021 7:36AM
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r00kie
Posts: 5238 - Karma: 59,559
BiffbarfThis is a strange move. Someone here's gotta have marketing experience, what's the idea here? To bring the raichle/full tilt to a more 'mainstream' brand as something new?


I have a marketing degree but have never used it within the ski industry. My best guess is they feel the FT brand is limited in what consumer buys it. While really popular in our niche Full Tilt is far from a market leader outside of it. Slap the K2 logo on and it may increase general appeal and we'll just follow along. K2 as a brand is not as limited to the park/ns market so thats gotta be it.
Sep 29 2021 7:53AM
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270on420out
Posts: 7500 - Karma: 50,948
Are the pencil pushers over at @K2 smoking crack? “Ok guys, we own the most prolific park skiing boot on the market with the one of the most recognizable brand name and an almost cult like following. Let’s put an end to it.” This is why big corporate brands fucking suck.
Sep 29 2021 9:28AM
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vibe.crudo
Posts: 461 - Karma: 4,661
As long as they look cool who cares, isn’t it going be manufactured identically? Or did I miss something where they said they were reimagining the technical design of the boots as well? Cuz what I’m reading is just K2 logo on full tilt boots which doesn’t sound bad at all lol
Sep 29 2021 9:39AM
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Session
Posts: 5336 - Karma: 21,603
270on420outAre the pencil pushers over at @K2 smoking crack? “Ok guys, we own the most prolific park skiing boot on the market with the one of the most recognizable brand name and an almost cult like following. Let’s put an end to it.” This is why big corporate brands fucking suck.


Maybe they are smart and looking at an underperforming brand because it looks to be aimed at the smallest and cheapest demographic of skiing that has long since peaked. If they pull it under their branding which is globally much better they can keep logically producing something instead of just killing it altogether.
Sep 29 2021 11:04AM
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GrandThings
Posts: 3018 - Karma: 29,904
While I am bummed on it, I do think it makes a lot of sense tbh...

Full tilt is pretty exclusively known for being park boots (even tho their line includes a lot more) and they probably want to reintroduce the brand as a more inclusive "easy entry, comfortable fit" brand that applies to all skiers. You gotta remember that park/freeskiing is still a niche within the larger sport and the K2 brand has a whollle lot more recognition.
Sep 29 2021 11:04AM
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snowfinder
Posts: 2773 - Karma: 33,435
ok in reality it's time to stock up on full tilts, never use them, sit on them for 20 years and then make profit.
Sep 29 2021 11:24AM
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KilaTsunami
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Sep 29 2021 12:10PM
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Knapzach
Posts: 469 - Karma: 5,121
What about the B&E 💔
Sep 29 2021 12:16PM
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OhJay
Posts: 319 - Karma: 1,057
BradFiAusNzCoCaedited to say realistically FT is just the FT and FTE shell

**This post was edited on Sep 28th 2021 at 8:39:28pm

This. By “limited offering” I’m thinking cut out the pro models (SC, TW, B&E) to save $ on K2’s end and you’re still left with the same line up of boots based off of two molds. Maybe take advantage of Bode Miller (you guys listen to the recent Blister Gear30 podcast?) and push the drop kick/classic pro/whatever to come off as more “performance” oriented? That seems to be the direction they’ve gone w the recent revamp of the First Chairs and I’m sure the old Raichle heads would love that.

But fuck, FT were my first boots (cuz of course NS told me to get sum) and even though I’ve moved on to Dalbello Kryptons, I’ve always had a soft spot for getting back on a pair FTs, this time on Drop Kick pros w a 10 tongue, which I might have to do this season.

And most importantly, wtf is up w Project X???
Sep 29 2021 1:01PM
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270on420out
Posts: 7500 - Karma: 50,948
SessionMaybe they are smart and looking at an underperforming brand because it looks to be aimed at the smallest and cheapest demographic of skiing that has long since peaked. If they pull it under their branding which is globally much better they can keep logically producing something instead of just killing it altogether.

It’s smart from a business perspective assuming that their transition goes smoothly. Who’s to say that this doesn’t just completely disenfranchise their consumers?
Sep 29 2021 1:11PM
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skierman
Posts: 8211 - Karma: 6,589
hahahahaha kids freaking out over news that's multiple years old now. Good god.
Sep 29 2021 1:27PM
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OutofBoundsPod
Posts: 97 - Karma: 1,775
Yeah. Shit sucks.

I hope they change their minds, but sounds like it's too far gone.
Sep 29 2021 2:35PM
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Session
Posts: 5336 - Karma: 21,603
This thread is another moronic indication as to out of whack the hive mind NS thinking is. I thought you skied Full Tilt for the performance characteristics, not the stupid name and the perception of them being a "park boot"? If anything this means potentially more sales for the line, and maybe some actual innovation. Like Holy fuck, they could maybe have the sales to justify re-designing their wide shell boot so that it's not more than a bucket with the cuff height of a low top basketball shoe. Bring some Bode mods in to the line, etc.

It's like how you guys think any change in team means fuck all to a companies health.
Sep 29 2021 3:38PM
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GrandThings
Posts: 3018 - Karma: 29,904
SessionThis thread is another moronic indication as to out of whack the hive mind NS thinking is. I thought you skied Full Tilt for the performance characteristics, not the stupid name and the perception of them being a "park boot"? If anything this means potentially more sales for the line, and maybe some actual innovation. Like Holy fuck, they could maybe have the sales to justify re-designing their wide shell boot so that it's not more than a bucket with the cuff height of a low top basketball shoe. Bring some Bode mods in to the line, etc.

It's like how you guys think any change in team means fuck all to a companies health.


...what? I think we're all just bummed a brand we love is no longer going to be a thing? I've never ever ridden FTs FWIW
Sep 29 2021 4:13PM
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ReturnToMonkey
Posts: 6269 - Karma: 67,626
SessionThis thread is another moronic indication as to out of whack the hive mind NS thinking is. I thought you skied Full Tilt for the performance characteristics, not the stupid name and the perception of them being a "park boot"? If anything this means potentially more sales for the line, and maybe some actual innovation. Like Holy fuck, they could maybe have the sales to justify re-designing their wide shell boot so that it's not more than a bucket with the cuff height of a low top basketball shoe. Bring some Bode mods in to the line, etc.

It's like how you guys think any change in team means fuck all to a companies health.




NS users rapidly grasping at single sentence industry news pieces
Sep 29 2021 4:16PM
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r00kie
Posts: 5238 - Karma: 59,559
SessionThis thread is another moronic indication as to out of whack the hive mind NS thinking is. I thought you skied Full Tilt for the performance characteristics, not the stupid name and the perception of them being a "park boot"? If anything this means potentially more sales for the line, and maybe some actual innovation. Like Holy fuck, they could maybe have the sales to justify re-designing their wide shell boot so that it's not more than a bucket with the cuff height of a low top basketball shoe. Bring some Bode mods in to the line, etc.

It's like how you guys think any change in team means fuck all to a companies health.


As much as I hate seeing another iconic brand bite the dust you're 100% right. My knee jerk reaction is 'no, this is dumb' but looking at a larger picture outside of myself/ns it makes sense. I can count on one hand how many times I've seen someone outside of the park/ns culture wear FTs but its common to see K2 in every aspect of skiing. If they can grow boot sales as a company and actually expand and update the line its a win for us too.
Sep 29 2021 4:19PM
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BradFiAusNzCoCa
Posts: 6734 - Karma: 58,151
The more I think about it, the more it makes sense. There are plenty of buyers who are scared away from a “park boot” even though that’s misleading. Also, there are plenty of oldhead bootfitters who don’t want to sell full tilts.

For your average consumer, K2 has way more brand rep in the freestyle skiing area than FT has. It’s actually a smart move as I ponder it more and more.
Park rats have always been the cheapest so don’t be so surprised, people.

What is project x?
OhJayAnd most importantly, wtf is up w Project X???

Sessions channeling GG Allin energy here 😈
SessionThis thread is another moronic indication as to out of whack the hive mind NS thinking is. I thought you skied Full Tilt for the performance characteristics, not the stupid name and the perception of them being a "park boot"? If anything this means potentially more sales for the line, and maybe some actual innovation. Like Holy fuck, they could maybe have the sales to justify re-designing their wide shell boot so that it's not more than a bucket with the cuff height of a low top basketball shoe. Bring some Bode mods in to the line, etc.

It's like how you guys think any change in team means fuck all to a companies health.
Sep 29 2021 4:19PM
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OhJay
Posts: 319 - Karma: 1,057
BradFiAusNzCoCaWhat is project x?

Rumored to be an Original or Soul shell (forget which one) with a walk mode.
Sep 29 2021 4:34PM
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AaronO.
Posts: 1165 - Karma: 3,187
SessionThis thread is another moronic indication as to out of whack the hive mind NS thinking is. I thought you skied Full Tilt for the performance characteristics, not the stupid name and the perception of them being a "park boot"? If anything this means potentially more sales for the line, and maybe some actual innovation. Like Holy fuck, they could maybe have the sales to justify re-designing their wide shell boot so that it's not more than a bucket with the cuff height of a low top basketball shoe. Bring some Bode mods in to the line, etc.

It's like how you guys think any change in team means fuck all to a companies health.

The “very limited boot offering” part is what is the biggest bummer
Sep 29 2021 4:40PM
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toe-bang-gang
Posts: 208 - Karma: 1,271
Stupid move for K2 keeping full tilt as a separate brand was the best thing they could have done. Curious if harlaut will stick with k2 boots and run their skis or stay with Amer and run atomic boots
Sep 29 2021 4:52PM
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