The New Generation And New Signature Brands


2010 was a huge year for the Nidecker family. Henri IV received the “Lifetime Achievement” award from euroSIMA and also handed down the keys to the business to his sons: Henri V, Xavier and Cédric. In that same year, the Nidecker brothers created the upstart snowboard brand “YES Snowboards” with four of the most renowned freestyle snowboarders in the world: Romain de Marchi, David Carrier Porcheron (DCP), JP Solberg and Tadashi Fuse. A year later, Nidecker debuted another signature snowboard brand by teaming up with the freeride snowboarding legend Jeremy Jones. Nidecker and Jones founded “Jones Snowboards” which quickly established itself as one of the world’s finest manufacturers of freeride snowboards and the innovative backcountry snowboards called ‘splitboards’. Following the success of YES and Jones Snowboards, Nidecker turned it’s attention to snowboard bindings and founded the “NOW” brand with former pro snowboarder and engineer JF Pelchat. Using an innovative design influenced by skateboard trucks, NOW bindings won 5 international design awards upon their release. The Nidecker family added one more snowboard brand to the stable in 2011 with the debut of “Slash by Gigi Snowboards”. Slash is a collaboration with legendary backcountry freestyle snowboarder Gigi Ruf and offers unique board designs that reflect Gigi’s creative passion for snowboarding.