"Digital media is a lot of fun," says Lee, "but it's blue collar work and it takes a lot of commitment and dedication to keep it up. "We're used to making snowboard videos, trick tips and other content based around snowboarding, but ETT is the first web series of its kind to build a real show revolving around an entire company and its building processes," says Lee, who adds that the glamorous world of video and the prosaic practice of manufacturing aren't that different. Signal Snowboards continues that tradition, but is also helping to make manufacturing cool.
Epic runs and humorous skits were shared on VHS cassettes and chronicled the daring evolution of the extreme sport. Snowboarding and skateboarding became popular in the 1980s partly because of a culture of video production.
#Crazy snowboard video pro#
"Coming from a pro rider background it's important to us that we work with our riders and use our experience to evolve designs that keep up with progression of the sport." says Lee. The crazy prototypes also keep Signal enmeshed in the counter culture mindset that spawned them. Some of the designs seem far fetched, but a wheel chair rig designed for a paralyzed rider and a board covered in solar panels to charge gadgets seem like the start of interesting product lines. Over the years, so many people living far away from the mountains have seen photos and videos.
ETT has absolutely given way to lower prototyping cost and faster fabrication methods." Snowboarding is a sport that captures peoples imaginations. "We have also updated a lot of core profiles in our snowboards because of the show and its constant access to R&D. "A few of the production boards have ETT ideas built in to them or around them," says Lee. While irreverent, the ideation process has had a big influence on the company's standard designs.
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