evo owes a lot to K2. K2 supported our presence and vision since day one of our flagship store in Seattle. K2 currently sponsors evo owner and founder, Bryce Phillips, and has sponsored major events at the store including the grand opening party with hip hop artist Talib Kweli and the Ski Journal Launch Party featuring
artwork by Ryan Schmies and bits of K2 history in the evo gallery. Both K2 and evo call the Pacific Northwest home and that has fostered a common understanding of that market as well as a common desire to focus on the lifestyle of both brands.
Graphically, K2 has taken some risks by creating artwork that does not appeal to the masses, but to a niche athlete seeking unique products to identify with. K2 is dedicated to research and development as shown with the K2 Pontoon and the K2 HellBent skis. As well as investing in their product K2 invests in a talented pool of athletes.
K2 athletes spend their time skiing as much as possible and they have interesting life stories aside from the world of skiing. K2 skier Doug Combs is a great example. Most recently, K2 honored fallen legend Doug Coombs by producing the ski he designed, the K2 Coomba, and designated a portion of the proceeds for Doug's family. Being a part of K2 means being part of a large and diverse family with a global perspective and a niche heart.
Here's what evo founder, Bryce Phillips, had to say about K2:
- Athlete Driven - K2 has been on a roll and their athletes have been playing a huge roll in producing some of the most successful lines of skis ever. From the K2 Lotta Luv, to the Fujative, to the new HellBent, athletes have spoken and K2 has listened. The best, most innovative skis are there to prove it. K2 has the most marketable and most effective team strategy in the business. From Sean Petit (age 13 last I checked), to Shane McConkey, to the K2 T9 Women's team, K2 hasn't missed their target market. Not only does K2 have the best team, top to bottom, they have figured out how to direct the team's energies and exposure towards very clear target markets.
- Innovation - K2 is leading the charge with not only the most innovative products but some of the best price points in the industry. Examples include what many call the best all around ski, the PE, formerly the Public Enemy, to hands down the best soft snow ski, the K2 Pontoon. K2 has been able to keep quality up and prices at or below industry norms while at the same time innovating like no other company. With the T9 series, K2 reinvented how women's skis were designed and marketed by building a team of women that have had real input into the product development. The T9 series and its successors are the best selling series of women's specific skis ever.
- Artwork - K2 has invested in art, design and raised the bar when it comes to ski graphics. Design icon Ryan Schmies has differentiated the K2 factory line ever since he designed the first Seth Pistol (Seth Morrison's pro model). The women's and Apache lines are no exception. K2 definitely has a unique graphic design style that is instantly recognizable on the mountain and not mistaken for any other ski brand.
