1990-2007 Rossignol becomes a contemporary and authentic brand
1990-1991 The Rossignol Group further consolidated its leading position with its Rossignol and Dynastar brands. The two brands now catered for all customer demand throughout the world. Rossignol bought out the American Roger Cleveland Golf Company. 1991-1992. A great winter for Rossignol The Albertville Winter Olympics were the key event of this 1991/1992 season. Rossignol Group ski equipment swept the boards with 17 gold medals in alpine skiing, 13 gold medals in terms of ski boots and 8 for cross-country. In the 1991/92 events Rossignol broke a new record with 25 individual victories. 1992. Protection of design motifs As marketing would have it, the graphics on skis have real commercial value. One of ski manufacturers major ongoing concerns was how to create graphic designs on skis, make them durable and protect them. With the arrival of plastic skis came the need for a specific 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 quality of transparency was mediocre. In 1985 Rossignol explored yet another avenue, offering monoskis with graphics achieved using ink transfer techniques inside the lacquer layer. In 1992 Rossignol unveiled yet another innovatory concept in protected graphics: «Rossitop», both more attractive and more hard wearing than other types. 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 precision 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 Rossignol, a relative newcomer to the field, also offered innovative technological solutions. So these brands and Lange in particular tended to dominate international competition (Alberta 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
1992-1993 Rossignol was awarded the «Marmotte» by the International Grenoble Ski Salon in the Eco Process category. This trophy is presented to the company that has made most efforts in its manufacturing processes in terms of environmental protection. Rossignol created a new record for World Cup victories (the 1,000th podium) and once again won the ski manufacturer s cup. 1992. The 7 SK A slalom ski with fiberglass casing and Kevlar construction, featuring a microcellular core, the VAS system and narrow edges, this ski gave the most exacting skiers the precision, powerful grip, agility and maneuverability they wanted. It was a several time winner in the World Cup and Winter Olympics, in particular for the great Italian champion Alberto Tomba. 1995. The Dualtec generation Rossignol had a hit on its hands in 1995 when it launched a new top of the range ski concept, the Dualtec, winning the World Cup in its first season. The same creativity opened potential new profits in the new surfing market. 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 and control. In terms of performance it gave unprecedented fluidity: the first «fluid» ski, sheer pleasure. This ski was a winner in the giant slalom from its first World Cup season (1995): 5 out of 6 places on the podiums in the finals of the mens and ladies giant slalom in the World Cup, notably for Alberto Tomba (Italy) and Vreni Schneider (Switzerland). It also carried medal winners Alberto Tomba (gold) and Michaël Von Gruenigen (Switzerland), in the 1966 Sierra Nevada World Championships mens giant slalom, and Karin Roten (Switzerland) in 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 production unit in Nevers, and in 1995 launched a full range of fastenings under the Rossignol brand. Now the Group was in a position to offer everything the ski world needed and cover all product ranges (skis, boots, fastenings, poles, etc.). Now ranking number 3 in the world for ski boots, the Group made exceptional progress with its Lange and Rossignol brand names. Ski fastenings were a new area for development. Cross-country equipment and ski poles, for which it now ranked number 2 in the world, completed the Group s comprehensive winter sports offer. 17
The Snowboard The Rossignol Group was one of the first ski manufacturers to get involved in this market where it now offered 2 brands: Rossignol and Original Sin. Rossignol was already up there with the top four producers. 1996. The «Parabolics», a new generation of skis With their wide tips and tails and narrow runners, these skis made exciting new glide sensations, ease of use and great turning performance accessible to everyone. 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). In the Sestrieres Ski World Championships Deborah Compagnoni gave Dynastar its first competition win with parabolic skis, in dazzling style: another first. 1998. The snowboard goes Olympic! A totally new arena and unique ambiance, that only the privileged few had the chance to experience. 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 Uli Hölz, and alpine snowboarders Daggi Mair and Nathalie Desmares. Our brand name inaugurated the history of Olympic snowboarding. 1998. A new visual identity This put Rossignol in the spotlight on every ski slope. It was both the symbol of a return to our origins and a desire for openness and a contemporary feel. It signified the strong values 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 contemporary, 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 flagship. Rossignol had regained its historical colour, red, symbolizing life, power, emotion and passion. Restructuring the Rossignol offer 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 comprehensive, complementary sets ski, boot, fastening designed to offer more precision and more sensation with a carefully selected look and matching colors. 9x PRO 10.2 Rossignol s new giant slalom ski had distinctive sidecuts and integral Dualtec construction with VAS and active platform systems. The height of efficiency: for the ultimate in controlled turning. 18
1999 Development of textile operations under the Rossignol name offered huge growth potential for the Group, translating into a new brand lifestyle. Rossignol started in France with an initial range of technical skiwear whilst continuing to work on its sportline and accessories collections, including gloves, hats, bags, luggage and certain other textile items. The Snowboard The Rossignol Group now offered complete technical snowboarding solutions (board, boot, fastening) under various brand names: Rossignol, O Sin, Emery. The new glide phenomenon tended to bring the various disciplines closer together and energies the entire market. 2004 2004 saw the launch of the e2 concept (easy enduro), in the context of a partnership linking the Rossignol and Salomon brands. This was a new generation ski boot fastening system optimising the safety aspect of movements on snow, in particular for snow professionals (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 (Rossignol and Dynastar brands). 10 years after becoming part of Rossignol, Look Fixations S.A. enabled the Group to reach the position of world leader in alpine ski fastenings with sales of 1,250,000 pairs under the Group brands (Look and Rossignol). 2002 The entry of American Bode Miller into the Rossignol Team (Miller won 3 world championship medals at Saint-Moritz) was a sign of a new vivacity in competition and confirmation of the Group s expertise at the very highest level. 2003 Launch of the «Pure Mountain Company» concept through which the brand defined its strategic scope: the mountain. The concept emphasized the benefit to be gained from all types of mountain experiences, in both summer and winter, stressing usage-related product performance and the brand s capacity to provide the interface between natural elements and man. The world of competition Competition, to which Rossignol had committed itself ever since the very first Winter Olympics in 1924, has been a fundamental part of the image and know-how of the Group s main brands (Rossignol, Dynastar, Look, Lange). Because it demands a constant capacity 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. 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 Liv-Grete Poirée in the biathlon events. Results like these gave Rossignol exceptional visibility in terms of media coverage, and this visibility has been a key factor in motivating all the Group s R&D teams and employees. 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
The Respect campaign In its capacity as a world player in a sport whose values are closely associated with mountainous areas, Rossignol developed a unique approach to help protect and safeguard this privileged universe. With its Respect campaign it undertook to defend the values symbolizing or characterizing mountains by promoting various initiatives on environmental interdependence, safety, culture and protection. In wider terms, it helped focus on what mountains represent in social, economic and legacy terms by incorporating several partners into the approach. This action was relayed to the media, opinion leaders and the general public via a brochure, CD and dedicated website. 2005 The Rossignol Group merged with Quiksilver, the world leader in boarding equipment, to create a new world leader in outdoor sports. It was a natural marriage of sea and mountain, water and snow, now with 22 brands in its portfolio. 2006. Radical R11 Mutix A new ski era, technological customization. Now, with Mutix technology, you could adapt 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 interchangeable 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. 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 raison d être. The mountain is in us and we are in the mountain. Mountains are not simply areas of land, but a whole way of life, both contemporary and authentic. An inexhaustible source of emotion, inspiration, creativity, achievement, grandeur, sharing, passion, the mountain really does feed the soul. It is the best way humankind has found of living harder, giving free rein to inspiration, finding oneself through new experiences, sharing exhilaration and feeding the soul. That is the life we design our products for: skis, snowboards, ski-wear, boots, technical accessories... products always designed with athletes and inspired by athletes. From our 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, sharing, 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. Four values embody the Rossignol brand: Authenticity, Intrepidity, Sharing and Passion. Authenticity, because Rossignol has been mountain based since 1907. 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. 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 when they are not there... 20