a link to participate in a live video
session. In other words, it’s user-friendly, scalable and customizable.
Again, for Nordica, the platform
is making the flow of product
knowledge and information to
skiers and ski racers more direct
“NordicaLive helps us make
sure that shop employees, reps
and coaches all get exactly the
same, accurate information
about our products at exactly
the same time,” says Nordica’s
marketing manager, Tyler Kipp.
“This would otherwise be im-
possible. For example, if there’s
a new boot-canting feature we
need to educate people about,
we’ll shoot out an email to notify
them about a scheduled session. Then reps, retailers and coaches from around the world can
simply click a link in that email and have a live Q & A with product designer Andy Hare and Nordica
president Willy Booker. Willy and Andy don’t have time to fly around the world to reach all those
people individually, obviously. So it’s become a very time and cost-efficient way for us to get the
right information out to the people who need it.”
Nordica says it may directly engage consumers in the future; several non-skiing brands are us-
ing the platform to do so already. Gerber, the knife company, recently featured “Man vs. Wild” star
Bear Grylls’s new product line in a Brandlive session that drew participants from seven continents.
Teva, Bollé and several other other outdoor companies are also signing up.
As the technology catches on, it’s easy to imagine ski designers setting up a video conference
session with, say, Lindsey Vonn to show off the latest and greatest Head products. Sure, it’s
clever marketing — but it also means you’re getting information from the people who know those
products best, rather than someone who learned it from someone who learned it from some other
Now if someone could just develop an app to bring every fan to Kitzbuehel…
Nordica president Willy Booker educates a live audience
on new boot features via NordicaLive.