Industry Press Release

LOOK bindings to become standalone binding brand for Rossignol Group


Rossignol Group

New sales, communication, and marketing strategies to be unveiled at 2016 SIA show in Denver
Park City, UT (January 27, 2016) — Beginning with the 2016/17 sell-in season, the Rossignol Group – home to Rossignol, Dynastar, Lange and LOOK – has made the global strategic decision to position LOOK as the standalone, dedicated binding brand for the Group going forward. The production, distribution, and sale of Alpine bindings under the Rossignol brand name will be discontinued, enabling the Group to concentrate its product and marketing investments on a single brand with a strong heritage in binding innovation, safety, and performance.

“This strategic shift represents an exciting opportunity for LOOK within the marketplace, and allows our Group to combine and focus our resources, from production and distribution, to sales and marketing communications,” said Ron Steele, President, Rossignol Group North America.

Based in Nevers, France, LOOK was founded by Jean Beyl in 1947. The brand has since gone on to develop timeless innovations in safety and performance with designs that paved the way for modern binding technology. With the introduction of the Nevada toe and Grand Prix heel in the late 50’s, LOOK quickly became the dominant binding in racing and today is the binding of choice for world-class athletes in every skiing discipline, from Olympic racing and freestyle podiums, to the Freeride World Tour, X-Games, and urban landscape.

“LOOK is uniquely positioned to be the most visible, influential, and demanded binding brand on the market,” said Jason Newell, Director of Marketing, Rossignol Group North America. “Focusing on LOOK will allow us to better leverage the strength of this iconic brand, reduce confusion at the consumer level, and make buying decisions easier for our specialty retailers.”

The LOOK binding brand will be driven by new programs, communications, and sports marketing strategies, including a new booth presence at the 2016 SIA show in Denver which will coincide with the launch of a dedicated LOOK Instagram page (@lookbindings), showcasing the diverse range of athletes who put their trust in LOOK bindings when putting it all on the line. Connected to the most pivotal moments in skiing for over 60 years, LOOK bindings continue to be integral to the success of competitive racing, freeride, and freestyle champions around the world.

About the ROSSIGNOL Group:
Headed by Bruno Cercley, the Rossignol Group designs, manufactures, and markets a broad range of winter sporting goods equipment. Located in the French Alps near Grenoble, the Group’s global headquarters houses a strong portfolio of innovative, complementary brands including: Rossignol, Dynastar, Lange, Look, Risport, and Kerma. Each has their own storied history and has built their own unique identity, drawing their inspiration from the mountains.

About LOOK:
LOOK, the ski binding specialist based in Nevers, France, has been one of the largest manufacturers of high-performance bindings in the world since 1947. Connected to the most pivotal moments in skiing, LOOK bindings have been integral to the success of competitive racing, freeride, and freestyle champions for over 60 years.