May 7, 2013 1:46 PM by Juice Godfrey
DENVER (AP) - Adidas plans to start selling a full line of snowboard apparel and gear this fall. The backlash has already started.
The sportswear brand has been targeted with unwelcoming comments online about its next move, but pro riders including Jake Blauvelt have agreed to wear the company's gear. Adidas says that after making sportswear for just about every Olympic event, snowboarding is a natural next move.
The brand is targeting core snowboarders in the United Kingdom; North America; Chile; France; central Europe with a focus on Germany, Austria and Switzerland; and the Nordics, including Sweden, Denmark and Norway.
There's stiff competition. According to the trade group SnowSports Industries America, customers already can choose from more than 400 snowboard boot models and at least 69 snowboard apparel brands with measurable sales.