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We Don't Fit Inside The Box

We Don't Fit Inside The Box

The other night night I was asked a very fair question: When did it occur to me that the trajectory of Coalition Snow would include an I Like Older Women roller skating party? To their point, it's not like anyone at Burton is thinking to themselves, "You know what would sell snowboards? Roller skates and red balloons and sheet cake and rainbow leggings and hot shorts and I Like Older Women tank tops."

But we're not like other brands, nor are we trying to be. Coalition is innovating in a way that is truly unique and near impossible to duplicate. Our secret sauce isn't so secret: We aren't bound by the industry's narrow definition of a skier or snowboarder.

The box we're meant to fit inside isn't big enough for us. It was never made for us. Our container is constantly expanding, and it's weird and magical and extra and full of twists and turns. It fills us with joy and that's what's most important. 

We pride ourselves on cultivating (emphasis on cult) a community that celebrates the people who the industry all but ignored. It's not simply about selling product. We don't care about your skill level, your steeze, or your connections. We see you in the ways we were never seen and we welcome you just the way you are.

Our I Like Older Women skating party was the cherry on top of a week that marked the beginning of the next chapter for us, and I can't wait to share the process of writing it with you.  

From the trenches, 

Jen Gurecki, she/her, CEO of Coalition Snow


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