Two established snow companies announced significant category expansions this week, with Armada Skis launching snowboards and Union Binding Company introducing its first snowboard boot model.
Union Launches Boot Division
Union Binding Company, one of the leading snowboard binding manufacturers, introduced the Union Boot Division and its first snowboard boot model, the Union Reset Pro, available starting this week.
The company established a new headquarters in Montebelluna, Italy, a traditional center for alpine boot manufacturing. Union controls the entire production process, from design and engineering to prototyping and testing, under one roof.
“It’s not about being the biggest boot brand; it’s about being the best boot brand,” said co-founder and Chief Brand Officer George Kleckner. The integration allows boots and bindings to work together in what the company calls “perfect harmony.”
The Reset Pro features Union’s patented Single Frame Shell, Rebound Bushing System, and Dual BOA Fit System. The boot will be available in black and white colorways in U.S. men’s sizes 7-12.5.
Union CEO Martino Fumagalli, whose family has roots in the shoe business, called the boot division “a personal milestone.” The company plans to release two additional boot models in 2026.
Travis Rice, appointed director of creative innovation at Union Boot Division, said he has been involved with the boot project for three years.
“When Union first told me about their idea for boots three years ago, I knew it was something I wanted to be a part of,” Rice said. “Union has always listened to my feedback as a professional athlete and helped me push my snowboarding to the next level. The Union Boot Division is yet another example of how Union continues to refuse to settle for the status quo and (to) enhance the snowboard experience for riders around the world.”
Armada Enters Snowboarding Market, Hires Heavy Hitter to Lead Product
Armada, known primarily for its skis aimed at freeskiers, will launch Armada Snowboards with nine board models available fall 2026. The company, which took its early inspiration from skateboarding, surfing, and snowboarding, plans to add boots and bindings in 2027.
“It has always been a dream of mine to make snowboarding a part of Armada,” said co-founder and General Manager Hans Smith. The company will target freestyle-focused consumers and build an athlete-driven product line similar to its ski category.
The Park City, Utah-based brand assembled a nine-person team across the U.S. and Europe, including industry veterans in product development, marketing, and sales. Paul Maravetz, the co-founder and co-president of Rome Snowboards, is Armada Snowboards’ VP of product.
“I’ve been doing this a while, so I know how important it is to get more than just the product right,” said Maravetz. “What sealed the deal for me was knowing Hans understands, is committed for the long haul, and has built a deep bench of snowboarders in-house. We’ve been entrusted with the freedom and resources to drive the process from the ground up, listen closely to athletes as we iterate on designs, and bring products to market that push the boundaries of performance — all while respecting snowboarding culture.”
Armada Snowboards recruited eight team riders and developed its 2026/2027 line through testing by pro riders and staff members. The brand’s approach centers on team-driven product development, with Brand Director Tanner McCarty noting that athlete team members regularly provide feedback to product teams.
The snowboard division will focus on specialty snowboard shops globally, leveraging existing retail relationships from the ski business.
