In the early 2000s, a new generation of skiers, inspired by skateboarding, surfing, and snowboarding, reimagined the sport. Five pioneering skiers—JP Auclair, Tanner Hall, JF Cusson, Julien Regnier, and Boyd Easley—teamed up with photographer Chris O’Connell and videographer Eric Iberg to create Armada, a brand that embodied this revolution. Founded in 2002 from a basement in Truckee, California, Armada has grown and evolved with skiing, moving its headquarters to Park City, Utah. Armada remains committed to supporting pioneering athletes and building innovative products that redefine the sport.