Press Release Provided by Nordica North America
Snowsports brand Nordica, Artist Alberto Lemus, and outdoor sporting goods retailer evo collaborated to develop and bring to market a special edition pair of skis called Cultura. The skis were debuted at a special celebration at evo’s Salt Lake City retail campus last Thursday, October 12.
The Cultura is an all-mountain ski that gives directly back to the Latino community. For each ski sold, $150 will be donated to three organizations led by and focused on the Latino and immigrant communities. The advocacy groups include Hartland Community 4 Youth & Families, Latino Outdoors, and Young Center for Immigrant Children’s Rights.
The Cultura ski’s top-sheet graphic combines a folk-art stylized lion wearing a decorative feathered headdress symbolizing strength and courage with an eagle fighting a snake encompassing Mexican national and indigenous identities. Its Latin inspired color palette features a mix of bright and dark tones to add further contrast.
Lemus is a San Diego, California based artist who is also the lead graphic designer at snowports accessories brand Seirus Innovations.
“For me, this was a big opportunity to bring my culture into this industry. In a way, it was like opening the doors to people who might not be either interested in or are not familiar with snow sports. The artwork is intended to catch their eye and catch their interest, in hopes that they will get out there and learn to ski or really do anything outdoors,” explained Lemus.
The debut was a one-of-a-kind evening showcasing Lemus’s artistic journey in creating the limited-edition Nordica Cultura skis, featuring an exclusive art gallery, live performances, and a raffle that directly supported Latino communities.
“In all my years of running events at evo, this is one of the most unique things we have ever done,” said Evan McKenna, retail brand lead at evo. “The opportunity to work with Alberto and Nordica and to launch the Cultura in Salt Lake with a celebration of Latino culture made it even more special.”
“When we first met Alberto and saw his art, we knew immediately that we wanted to create a ski with him,” said Sam Beck, Nordica North America’s business unit director. “Products for winter sports are typically informed graphically by a European and Western aesthetic. At Nordica we want to grow the skiing community. Our highest aspiration for a product like Cultura, is that by embracing a different cultural aesthetic we will create a greater sense of belonging in our sport for a wider audience.”
The Cultura is based on Nordica’s Unleashed 90, crafted with a full wood core for a smooth ride and vertical sidewalls for better edge hold. In addition, camber underfoot, with a tip and tail rocker profile give plenty of pop and play in the ski. Its 90mm waist and rockered construction encourages all-mountain freeskiing and provides a solid platform for all conditions. Only 250 pairs were made. MSRP is $449 and are available exclusively at evo.com and nordica.com.
ABOUT ALBERTO LEMUS
Alberto Lemus is a San Diego, California branding professional and illustrator. His passion is rooted in typography-based artwork. Besides his personal artwork. Lemus is the lead graphic designer at snowsport accessories brand Seirus Innovations. For more information about Alberto Lemus, please visit albertolemus.com or @alber_tistic.
ABOUT HARTLAND COMMUNITY 4 YOUTH & FAMILIES
Hartland Community 4 Youth and Families provides pathways to college for Salt Lake County’s at-risk and underserved youth. Hartland’s programs yield the skills, confidence and self-discipline needed to take on the challenge of getting to college. We promote education with Responsibility, Respect, Compassion and Self-discipline, through sports, thus creating opportunities and involvement 4 youth and families. To learn more about Hartland, please visit hc4yf.org or @hc4yf.
ABOUT LATINO OUTDOORS
Latino Outdoors is a community first and an organization second. We are a community that strives for an outdoors that is safe and welcoming for all people, regardless of race, creed, nationality, language, gender, sexual orientation, or ability. We are a community that celebrates diverse forms of outdoor engagement. We are a community that believes meaningful outdoor experiences make us stronger, healthier, and happier. To learn more about Latino Outdoors, please visit latinooutdoors.org or @latinooutdoors.
ABOUT YOUNG CENTER FOR IMMIGRANT CHILDREN’S RIGHTS
The Young Center for Immigrant Children’s Rights is a non-profit organization that protects and advances the rights and best interests of immigrant children and advocates for an immigration system that treats children as children first. To learn more about The Young Center, please visit theyoungcenter.org or @theyoungcenter.
ABOUT EVO
evo is an outdoor company whose purpose is to make life better by building community and igniting the adventurous spirit that lives within us all. evo is focused on providing unique experiences across its network of stores, evo.com, two All Together Skateparks, lodging and travel businesses, which are centered on sport, culture, the outdoors, and human connection. evo uses its success in these areas to support non-profit organizations dedicated to getting underserved kids outdoors. There are 11 stores in the U.S. and Canada. In January 2022, Rhythm Japan the leading retail, rental, and experience company with seven stores located in Japan’s mountain resorts became part of evo. In partnership with a group of complementary businesses, evo opened a 100,000-square-foot campus in Salt Lake City, Utah in 2022. Campus Salt Lake includes an evo store, All Together Skatepark, Salt Lake Bouldering Project, Level 9 Sports, and evo’s first evo Hotel. evo offers lodging at The Journeyman Lodge in Whistler, and evo Hotel in Salt Lake and runs an indoor skatepark, called All Together Skatepark, in Salt Lake and Seattle. To learn more about evo, please visit evo.com.
ABOUT NORDICA
Nordica, founded 1939 in Montebelluna Italy, is one of the world’s leading ski equipment producers. For more 80 years, Nordica has produced some of the most trusted skis and boots in the marketplace for skiers of all levels and abilities – from first time skiers to World Cup racers. Nordica is a subsidiary of Tecnica Group S.P.A. with USA headquarters based in West Lebanon, NH. #nordicaski with us at: IG – @nordicaski, FB – @nordica, and at nordica.com.
About the Author: SR Staff Report
