Jake Blauvelt recently dropped the teaser for his new two year project, Naturally. In our opinion, it was one of the most kleenex worthy teasers we’d seen over the summer until that point (although judging by a few of the comments – it apparently wasn’t to everyone’s tastes). On top of that, here’s a video from Adidas announcing Jake as the first athlete on their snowboard team. Yes you did read that correctly. The first half of the video basically serves as an ad for their first Blauvelt product: a pair of flashy, high tech, erm… ‘signature apres shred boots’. These look good and all but did Adidas recruit Christian Bale as their voiceover dude? I mean, we were half expecting Blauvelt to pick a blue flower and take it up that gloomy mountain for Ra’s al Ghul (with it’s hallucinogenic properties and whatnot, it could very well have been what the director of this edit was smoking when he put the intro to this together!). So if you’re just here to watch some epic snowboarding and what are presumably some shots from Naturally, skip to 1:44.
In a similar way to Nike, who tried to break into snowboarding with their ACG program (which ultimately flunked), Adidas actually released a few pairs of snowboard boots back in 2007 and have been making snowboard goggles for a while now. From the look of things they are now attempting to make the leap into the snowboard hardware proper, presumably coming off the back of their recent and successful skate footwear program. Nike gave it another shot and this time around have made a massive impact on the snowboard scene for better or worse – depending on your opinion, and you wonder whether Adidas will be able to follow in their footsteps. But is there room for yet another corporate giant in snowboarding?