Armada Just Dropped Into Snowboarding

A New Line in the Snow

When word got out that Armada was launching a snowboard line, most people had a similar reaction: “wait, what?” Ski brands don’t often dip into the snowboard world, especially one as well-known as Armada. But after watching the first video they dropped this week, much of the initial skepticism fades away. The project feels less like an experiment and more like a statement of intent.

The Film and the Team

The film checks many of the snowboard-video boxes, containing street, transition, and backcountry clips. Dan “Danimals” Liedahl, Mike Liddle, Ivika Juergenson, Justin Phipps, and Stefi Luxton round out a team that looks like it’s been around for a while. The edit has the creative pulse that only comes from people who live it. With Jake Durham handling cuts, Josh Manoles steering the visuals, and Tanner McCarty and T-Bird directing, the video is cinematic but raw.

Investing in the Culture

And that might be what’s making this whole thing feel different. Armada isn’t looking to “take” from snowboarding. They’re investing in it — not with slogans, but with the right people in the right rooms. The decision to bring on riders and creatives who actually shape the culture shows they understand what makes this community respond. It’s not about logos or legacy; it’s about contribution.

Quiet Confidence

For a brand that’s spent two decades pushing freestyle skiing, there’s a quiet confidence in the way they rolled this out: no events or press, just a film that speaks for itself and a team that lets the riding do the talking.

Armada Snowboards isn’t here to blend lines or stir drama. They’re here to ride. And if this first drop is any indication, they’re already doing it right.