:laugh:
I was just talking about I had just heard it and holy smokes... Didn't want to step on any toes. I am not saying just because he signed with them that I have to have some. Your comment reminded me of that air force one song :laugh: That was good...
While I'm sure that no one goes out and buys them just because Rice is using them.. One would hope that a superstar like him riding them would mean the company and its R&D will progress at a higher rate because of it.
Clearly they're taking all those royalties they would have to pay for a cap style toe strap and spending it on their team. So take the $40 you save per binding and upgrade it yourself. That is the way I look at it.
What was he rocking before? It's a pretty big name. But sponsorship doesn't equal good shit. People always talk about the sick riders who rock shitty Technine gear
He's the smartest business minded snowboarder out there. He's turned his name into a great brand and I applaud him for it. He's just doing what Craig Kelly tried to do except wih the business smarts of Tony Hawk. One day he'll buy Baldface Lodge or something similar and dissapear into the back country with his piles of cash.
I don't see TR disapearing from snowboarding anytime soon. As his skills begin to diminish he'll adapt his riding style and find ways to stay in the sport. You can already see him evolve from his comp days to his big mountain stuff. He's a pretty creative guy. I don't see him going the way of Guch or Kevin Jones.
There will be at least one more Brain Farm epic. They took what they learned in TITA and refined it for TAoF (even though I prefer TITA) and really cranked up the marketing exposure and look at the result. It was easily the most successful crossover "true" snowboard flick. I just can't see them not doing a trilogy and that wouldn't happen without T. Rice.
I was on the Union site a few weeks and there was a one pager that just T.RICE in bold orange. I will be looking for the binding brand this weekend while I am watching Red Bull Super Natural.
Just on a side note: I think RICE chose Union because of the R & D they do already. What other company is mixing it up with DuPont to make there product lighter stronger. Rice wants the best equipment and Union offres that.
I'll also vouch for how hard the company principals ride, they shred. As a shop owner, I usually associated with companies who rode hard, as I figured if they didn't that they were just money grubbers who could care less about quality.
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