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Downhill Re-Boot
HANSON: For boomers who still dare to schuss, a new way to keep them from getting cold feet.
Photo by Associated Press
Former ski racer Denny Hanson (OPM 2, 1977) saw a lot of his contemporaries giving up skiing because they were tired of being cold and dealing with uncomfortable and ungainly ski boots. So he came up with a softer “walking” boot that fits into a carbon-fiber chassis that in turn fits into a ski binding. “Our whole design concept is first and foremost to have a boot that’s comfortable,” Hanson told the Associated Press (September 5, 2009). “Comfort and warmth are important to our target market.” What remains to be seen is whether buyers will pony up the suggested retail price of $1,295 per pair. Hanson, a pioneer of the rear-entry boot, acknowledges that “in this very, very difficult economy,” there is “some skepticism around making this price point work for us,” but his Apex Sports Group projects sales of about 1,200 pairs this season.
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