Industry Press Release Partners With K2 To Launch First Virtual Shop-In-Shop


Custom Microsite Launches in Celebration of K2’s 50th Anniversary

Bloomfield Hills, MI (October 29, 2012) —, The Ultimate Online Ski Shop, announces the launch of its first custom microsite in partnership with valued brand partner K2. Acting as a virtual shop-in-shop, customers can now explore a hand-picked selection of K2’s latest snow gear in an exclusive on-brand environment designed by The launch of the microsite is timed to coincide with K2’s 50th anniversary and features limited-edition product, daily giveaways and updated brand news.

“We would not be without the ongoing support of our brand partners and we are always looking for ways to show our appreciation in return,” said Brad Kopitz, director of e-commerce marketing for “Our goal is to bring our customers the value of brick and mortar with the convenience of online creating a virtual shop-in-shop was the next piece to completing this puzzle. K2 was an obvious partner to approach as they are one of our longest-standing brands and are celebrating their 50th anniversary which was icing on the cake.”

Visitors will find a series of tabs atop the shop-in-shop homepage, directing them to various departments of K2 gear. A full range of skis, poles, apparel and accessories is featured here for customers to seamlessly explore. On the “team” tab, brand enthusiasts can read up on K2’s pro team athletes and learn about each one’s gear of choice. The microsite also features an exclusive contest which includes a daily giveaway of K2’s newly released book 50 Years of Serious Fun and a grand prize of the brand’s Rolling Stones Special Edition Ski or 50th Anniversary Recoil Competition Ski.

“You can really see our relationship growing in the depth and breadth of the shop-in-shop. It’s not just go buy K2,’ it shows what separates K2 from the competition; the history of fun, the K2 athletes and the amazing product,” said Mike Powell, U.S. marketing manager for K2.

The first of its kind in the industry, launches the shop-in-shop as a strategic way to grow brand support and partnerships. Similar to the site’s arsenal of interactive resources, the custom microsite is in line with the shop’s vision of providing its customers with a virtual brick and mortar experience. All shop-in-shop content will continuously update with brand happenings, new featured product and athlete news. For more information on’s premier shop-in-shop, please visit

About, The Ultimate Online Ski Shop, was founded by Steven Kopitz in 2005 as a division of his leading sporting goods company Summit Sports. The site offers the best selection, experience and most replete resources in product education for the whole family, across every category of skiing. is committed to providing an authentic and unbiased shopping experience for its customers, using rich content to inform and ultimately grow the sport of skiing. For more information, visit