Nordica, Artist Alberto Lemus, & Evo Partner On Special Edition Cultura Skis
Snowsports brand Nordica, Artist Alberto Lemus, and outdoor sporting goods retailer evo collaborated to develop and bring to market a special edition pair of skis called Cultura. The skis were debuted at a special celebration at evo’s Salt Lake City retail campus last Thursday, October 12.
The Cultura is an all-mountain ski that gives directly back to the Latino community. For each ski sold, $150 will be 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.
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.
Lemus is a San Diego, California based artist who is also the lead graphic designer at snowports accessories brand Seirus Innovations.
“For me, this was a big opportunity to bring my culture into this industry. In a way, it was like opening the doors to people who might not be either interested in or are not familiar with snow sports. 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.
The debut was 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.”
The debut was 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.”
“When we first met Alberto and saw his art, we knew immediately that we wanted to create a ski with him,” said Sam Beck, Nordica North America's business unit director. “Products for winter sports are typically informed graphically by a European and Western aesthetic. At Nordica we want to grow the skiing community. Our highest aspiration for a product like Cultura, is that by embracing a different cultural aesthetic we will create a greater sense of belonging in our sport for a wider audience.”
The Cultura is based on Nordica’s Unleashed 90, crafted with a full wood core for a smooth ride and vertical sidewalls for better edge hold. In addition, camber underfoot, with a tip and tail rocker profile give plenty of pop and play in the ski. Its 90mm waist and rockered construction encourages all-mountain freeskiing and provides a solid platform for all conditions. Only 250 pairs were made. MSRP is $449 and are available exclusively at evo.com and nordica.com.
The Cultura is based on Nordica’s Unleashed 90, crafted with a full wood core for a smooth ride and vertical sidewalls for better edge hold. In addition, camber underfoot, with a tip and tail rocker profile give plenty of pop and play in the ski. Its 90mm waist and rockered construction encourages all-mountain freeskiing and provides a solid platform for all conditions. Only 250 pairs were made. MSRP is $449 and are available exclusively at evo.com and nordica.com.
