1990-2007 Rossignol becomes a contemporary and authentic brand 1990 - 2007 Rossignol becomes a contemporary and authentic brand

1990-1991 1992 . Protection of design motifs

The Rossignol Group further consolidated its leading position with its Rossignol and Dy- As marketing would have it, the graphics on skis have real commercial value. One of ski nastar brands. The two brands now catered for all customer demand throughout the manufacturers’ major ongoing concerns was how to create graphic designs on skis, make world. them durable and protect them. With the arrival of plastic skis came the need for a spe- Rossignol bought out the American Roger Cleveland Golf Company. cific type of graphic, mostly created using screen printing techniques and then given a protective lacquer. In the late 70s Rossignol and other manufacturers produced skis with a surface made of polyethylene film that was screen printed on the inner side, but the 1991-1992 . A great winter for Rossignol quality of transparency was mediocre. In 1985 Rossignol explored yet another avenue, offering monoskis with graphics achie- The Albertville Winter Olympics were the key event of this 1991/1992 season. Rossignol ved using ink transfer techniques inside the lacquer layer. In 1992 Rossignol unveiled yet Group ski equipment swept the boards with 17 gold medals in , 13 gold me- another innovatory concept in protected graphics: «Rossitop», both more attractive and dals in terms of ski boots and 8 for cross-country. more hard wearing than other types. In the 1991/92 events Rossignol broke a new record with 25 individual victories.

1990-1992 . The all new buckle boot

For a long time the traditional front entry ski boot, called the “buckle” boot, had only really been used by elite skiers who preferred pre- cision to comfort. But in the early 90s the buckle boot underwent a revival together with the “Mid” concept intended for a wider audience. Certain leading brands such as Lange and Nordica continued to develop high performance buckle boots; others, like Ros- signol, a relative newcomer to the field, also offered innovative technological solutions. So these brands and Lange in particular tended to dominate international competition (Alber- ta Tomba, Marc Girardelli, Carole Merle, etc.). Significant progress made in terms of comfort now made these competition type boots seem very appealing to amateurs too, due to the very high precision they gave.

16 1990 - 2007 Rossignol becomes a contemporary and authentic brand

1992-1993 1995 . The Dualtec generation

Rossignol was awarded the «Marmotte» by the International Grenoble Ski Salon in the Rossignol had a hit on its hands in 1995 when it launched a new top of the range ski Eco Process category. This trophy is presented to the company that has made most efforts concept, the Dualtec, winning the World Cup in its first season. The same creativity ope- in its manufacturing processes in terms of environmental protection. ned potential new profits in the new surfing market. Rossignol created a new record for World Cup victories (the 1,000th podium) and once again won the ski manufacturer’s cup. Dualtec Excess

The Excess was the first ski of the Dualtec generation. The Excess concept was based on interactive dual technology in the lower and upper parts of the ski. It had unique power 1992 . The 7 SK and control. In terms of performance it gave unprecedented fluidity: the first «fluid» ski, sheer pleasure. This ski was a winner in the from its first World Cup season (1995): 5 out of 6 A slalom ski with fiberglass casing and Kevlar construction, featuring a microcellular core, places on the podiums in the finals of the mens and ladies giant slalom in the World Cup, the VAS system and narrow edges, this ski gave the most exacting skiers the precision, notably for (Italy) and (Switzerland). It also carried me- powerful grip, agility and maneuverability they wanted. It was a several time winner in dal winners Alberto Tomba (gold) and Michaël Von Gruenigen (Switzerland), in the 1966 the World Cup and Winter Olympics, in particular for the great Italian champion Alberto Sierra Nevada World Championships mens giant slalom, and Karin Roten (Switzerland) in Tomba. the ladies giant slalom. The technology is still much used in Rossignol’s current range of high performance skis.

1994 . A total ski gear range

In July 1994 Skis Rossignol acquired the ski fastenings division of Look with a produc- Now ranking number 3 in the world for ski boots, the Group made exceptional progress tion unit in Nevers, and in 1995 launched a full range of fastenings under the Rossignol with its Lange and Rossignol brand names. Ski fastenings were a new area for develop- brand. ment.

Now the Group was in a position to offer everything the ski world needed and cover all Cross-country equipment and ski poles, for which it now ranked number 2 in the world, product ranges (skis, boots, fastenings, poles, etc.). completed the Group’s comprehensive winter sports offer.

17 1990 - 2007 Rossignol becomes a contemporary and authentic brand

The Snowboard 1998 . A new visual identity

The Rossignol Group was one of the first ski manufacturers to get involved in this market This put Rossignol in the spotlight on every ski slope. It was both the symbol of a return to where it now offered 2 brands: Rossignol and Original Sin. Rossignol was already up there our origins and a desire for openness and a contemporary feel. It signified the strong va- with the top four producers. lues that created our brand personality. Its symbolism, dynamism, fluidity and generosity conveyed a whole host of sensations and emotions specific to skiing and boarding. This new visual identity, an expression of freedom, wild imagination and sensuality, was a key asset for the Rossignol brand in its quest to realize new ambitions. Resolutely contempo- 1996 . The «Parabolics», a new generation of skis rary, the new brand image was nevertheless part of a continuum. The link with the past was there in the R symbol which was retained. Its extraordinary fame made it the perfect With their wide tips and tails and narrow runners, these skis made exciting new glide flagship. Rossignol had regained its historical colour, red, symbolizing life, power, emotion sensations, ease of use and great turning performance accessible to everyone. and passion. The Group’s brand name parabolics came in several ranges: from pure «carving» designs like the Rossignol Toon and the Dynastar Expert Max, to less specifically targeted models: Pacha (Rossignol) and Max Evolution (Dynastar). Restructuring the Rossignol offer In the Ski World Championships gave Dynastar its first competition win with parabolic skis, in dazzling style: another first. From this point on, based on its multi-product know-how and experience in winter sports, and using unifying concepts such as Rossignol’s Power 3, the Group began to offer com- prehensive, complementary sets – ski, boot, fastening – designed to offer more precision and more sensation with a carefully selected look and matching colors. 1998 . The snowboard goes Olympic!

A totally new arena and unique ambiance, that only the privileged few had the chance to experience. 9x PRO 10.2 Top freestyler Aleski Litovaara was off form with a knee injury. But Rossignol still made its presence felt, thanks to freestylers Ron Chiodi (Step in System Team), Tony Roos and Rossignol’s new giant slalom ski had distinctive sidecuts and integral Dualtec construc- Uli Hölz, and alpine snowboarders Daggi Mair and Nathalie Desmares. Our brand name tion with VAS and active platform systems. The height of efficiency: for the ultimate in inaugurated the history of Olympic snowboarding. controlled turning.

18 1990 - 2007 Rossignol becomes a contemporary and authentic brand

1999 2004

Development of textile operations under the Rossignol name offered huge growth potenti- 2004 saw the launch of the “e2” concept (easy enduro), in the context of a partnership al for the Group, translating into a new brand lifestyle. Rossignol started in France with an linking the Rossignol and Salomon brands. This was a new generation ski boot fastening initial range of technical skiwear whilst continuing to work on its sportline and accessories system optimising the safety aspect of movements on snow, in particular for snow profes- collections, including gloves, hats, bags, luggage and certain other textile items. sionals (reduced risk of slipping, better forefoot rolling, better release, etc.)

The Group celebrated the sale of its 50 millionth pair of skis produced since 1956 (Rossi- The Snowboard gnol and Dynastar brands). 10 years after becoming part of Rossignol, Look Fixations S.A. enabled the Group to reach The Rossignol Group now offered complete technical snowboarding solutions (board, the position of world leader in alpine ski fastenings with sales of 1,250,000 pairs under the boot, fastening) under various brand names: Rossignol, O’Sin, Emery. Group brands (Look and Rossignol). The new glide phenomenon tended to bring the various disciplines closer together and energies the entire market.

The world of competition 2002 Competition, to which Rossignol had committed itself ever since the very first Winter The entry of American into the Rossignol Team (Miller won 3 world cham- Olympics in 1924, has been a fundamental part of the image and know-how of the Group’s pionship medals at Saint-Moritz) was a sign of a new vivacity in competition and confir- main brands (Rossignol, Dynastar, Look, Lange). Because it demands a constant capacity mation of the Group’s expertise at the very highest level. to adapt and innovate, at an ever faster pace, high level competition gives our Group the opportunity to confirm its position as world leader in snow equipment and strengthen its key asset of reliability, both in the eyes of snow professionals and the general public. 2003 Results achieved by athletes using Group brands in 2003/2004 were outstanding in all disciplines, including golf, and achieved excellence with the performances of Raphaël and Launch of the «Pure Mountain Company» concept through which the brand defined its Liv-Grete Poirée in the biathlon events. strategic scope: the mountain. The concept emphasized the benefit to be gained from Results like these gave Rossignol exceptional visibility in terms of media coverage, and this all types of mountain experiences, in both summer and winter, stressing usage-related visibility has been a key factor in motivating all the Group’s R&D teams and employees. product performance and the brand’s capacity to provide the interface between natural elements and man.

Having sold 1,120,000 pairs of fastenings under Rossignol and Look brand names in 2002/2003, the Group was close to achieving equal sales for skis and fastenings and was ready to contest international market leadership in this field.

19 1990 - 2007 Rossignol becomes a contemporary and authentic brand

The Respect campaign 1907-2007, Rossignol is 100 years old. 100 years inspired by the mountain, 100 years of living for the mountain and 100 years throughout which the mountain has been our rai- In its capacity as a world player in a sport whose values are closely associated with moun- son d’être. The mountain is in us and we are in the mountain. Mountains are not simply tainous areas, Rossignol developed a unique approach to help protect and safeguard this areas of land, but a whole way of life, both contemporary and authentic. An inexhaustible privileged universe. source of emotion, inspiration, creativity, achievement, grandeur, sharing, passion, the With its Respect campaign it undertook to defend the values symbolizing or characterizing mountain really does feed the soul. mountains by promoting various initiatives on environmental interdependence, safety, It is the best way humankind has found of living harder, giving free rein to inspiration, culture and protection. In wider terms, it helped focus on what mountains represent in finding oneself through new experiences, sharing exhilaration and feeding the soul. social, economic and legacy terms by incorporating several partners into the approach. That is the life we design our products for: skis, snowboards, ski-wear, boots, technical This action was relayed to the media, opinion leaders and the general public via a bro- accessories ... products always designed with athletes and inspired by athletes. From our chure, CD and dedicated website. product designers through to our athletes, here at Rossignol we all live the mountain life. Behind each Rossignol product beats the heart of an enthusiast. And from now on the Rossignol approach is in terms of the “global” mountain, both in summer and winter. An inexhaustible source of emotion, inspiration, creativity, achievement, grandeur, sha- 2005 ring, new horizons, the mountain really does feed the soul. From designers through to team-riders, here at Rossignol we all live the mountain life. Behind each Rossignol product beats the heart of an enthusiast. The Rossignol Group merged with Quiksilver, the world leader in boarding equipment, to Four values embody the Rossignol brand: Authenticity, Intrepidity, Sharing and Passion. create a new world leader in outdoor sports. It was a natural marriage of sea and moun- Authenticity, because Rossignol has been “mountain” based since 1907. tain, water and snow, now with 22 brands in its portfolio. Intrepidity, for every technical innovation in the R&D laboratory our intrepid riders are forever reinventing their sport. Sharing, because the mountain experience is lived among friends. 2006 . Radical R11 Mutix Passion, because the mountain exudes joie de vivre and infuses us with energy. Rossignol Pure Mountain Company is for all those for whom the mountain is a way of life and not just a cult of performance, those who live the mountain 365 days a year, even A new ski era, technological customization. Now, with Mutix technology, you could adapt when they are not there ... your skis to suit your needs. The spearhead of this technology was the Radical R11 Mutix, a ski developed from the Race ranges. With just one pair of Radical R11 Mutix skis, skiers can choose between two standard behaviors - short turns or long turns – using interchan- geable arms which are adjustable and can be removed in an instant! So this was a first. Now you have accessories built in to your skis.

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