In the early 2000’s, a new generation of skiers were rethinking the sport. Drawing influence from skateboarding, surfing and snowboarding, they were building a culture of creativity and imagination in a sport and industry still rooted in alpine racing. Five skiers, JP Auclair, Tanner Hall, JF Cusson, Julien Regnier and Boyd Easley—the original AR5—teamed up with photographer Chris O’Connell and videographer Eric Iberg to chart a new path and create a brand that embodied the revolution taking place. Armada was born.

Founded in 2002 from a home office in a Truckee, California basement, Armada has grown and evolved in tandem with skiing. Headquarters have moved out of the basement, first to Costa Mesa, California and then to Park City, Utah, but the mission has remained the same since the beginning: to support the pioneering athletes and build the products that would redefine skiing.