Vibram is hitting the slopes in a big way this year. The Concord, Mass.-based outsole company — and maker of the (sometimes polarizing) Vibram FiveFingers shoes — has signed on as the official footwear partner of Vail Resorts Inc.
As part of the deal, Vail Resorts guests will have exclusive access to Vibram’s own line of shoes, as well as products from its many partners, which include everyone from Creative Recreation and Saucony to The North Face and Merrell. Resort guests will also have the chance to test out new styles and technologies from the company.
“Vibram strives to deliver the highest-quality products on the market,” said Michael Gionfriddo, president and CEO of Vibram USA, in a statement. “Our heritage dates back to 1937, when we revolutionized outsoles for mountaineers. Today, we have a great opportunity to forge an innovative partnership with Vail Resorts, creating products to complement the experience at their iconic mountains.”
Through the partnership, Vibram will participate in marketing activations surrounding signature Vail Resorts events, such as Snow Daze in Vail, Colo.; Spring Fever in Breckenridge, Colo.; and Spring Gruv in Park City, Utah.
In addition, Vibram’s disc golf division is collaborating on the design and construction of a championship disc golf course at Vail Resorts’ Afton Alps ski area in Hastings, Minn.