New Nordica Cultura Ski Supports Latino Community
PSIA-AASI Official Supplier Nordica collaborated with artist Alberto Lemus and outdoor sporting goods retailer evo to develop and bring to market a special edition pair of skis – the Cultura – this fall.
The Cultura is an all-mountain ski created to give back to the Latino community and celebrate Latino culture. For each ski sold, $150 is donated to three organizations led by and focused on the Latino and immigrant communities. The advocacy groups include Hartland Community 4 Youth & Families, Latino Outdoors, and Young Center for Immigrant Children’s Rights.
According to Nordica, “The Cultura ski’s top-sheet graphic combines a folk-art stylized lion wearing a decorative feathered headdress symbolizing strength and courage with an eagle fighting a snake encompassing Mexican national and indigenous identities. Its Latin inspired color palette features a mix of bright and dark tones to add further contrast.”
“For me, this was a big opportunity to bring my culture into this industry,” said Lemus, a San Diego, California-based artist who is also the lead graphic designer at snowsports accessories brand Seirus Innovation. “In a way, it was like opening the doors to people who might not be either interested in or are not familiar with snowsports. The artwork is intended to catch their eye and catch their interest, in hopes that they will get out there and learn to ski or really do anything outdoors,” explained Lemus.
Nordica debuted the ski at evo’s Salt Lake City campus during a one-of-a-kind evening showcasing Lemus’s artistic journey in creating the limited-edition Nordica Cultura skis, featuring an exclusive art gallery, live performances, and a raffle that directly supported Latino communities.
“In all my years of running events at evo, this is one of the most unique things we have ever done,” said Evan McKenna, retail brand lead at evo. “The opportunity to work with Alberto and Nordica and to launch the Cultura in Salt Lake with a celebration of Latino culture made it even more special.”
Shop Nordica and other PSIA-AASI Official Supplier products at member-specific pricing.