Cinemas, YouTube, TV screens… Swiss brand Nidecker Snowboards’ new video ad for their Supermatic binding is everywhere right now and has caught the attention of the industry. 

Nidecker Snowboards’ Supermatic binding Photo credit: Jerome Tanon

After a hugely successful launch last season, it became apparent that the ‘game-changing’ Supermatic – which closes automatically and works with any boot – could disrupt the entire snowboarding hardgoods market. The goal of the new commercial is to build on its early sales momentum and help grow snowboarding as a whole, by presenting Supermatic to a wider audience than typical campaigns – including skiers, older ex-riders and other potential participants that have been put off by the perceived hassle of strapping in. 

The ad, which spent months in development, aims to showcase the benefits of Supermatic in a fun and engaging way as it follows a cat-and-mouse game between two riders around the world-famous resort of Zermatt. Shot in Switzerland last spring, it stars Nidecker team riders Izzy Wallace and Kealan Venning. Ivresse Films handled filming duties and put the edit together using custom-produced music. Freestudios in Geneva took over post production including color grading and audio. The project was managed by L’Echappée Belle. 

The commercial is running on JetBlue and American Airlines flights to all their big snow destinations this winter and will be shown at all the major action sports film festivals. Deals have been struck with local cinemas in partnership with key Supermatic dealers, and – naturally – it will be all over social media. 

“We’re stoked, and we’re just getting started. The hype will continue growing throughout this winter and beyond as the next stage of Supermatic unfolds, with new variants, new sizes and new colors right around the corner,” says Brand Director Thierry Kunz. 

Nidecker Supermatic – Features & Benefits: 

• Automatic hands-free entry system – takes seconds to engage
• Universal design – accommodates any snowboard boot from any brand
• Dual entry via Drop INTM technology or traditional strap tightening – works in every environment
• Durable – built to last and backed by Nidecker’s full warranty against manufacturer’s defects
• MSRP: USD 399.95

Nidecker, a fifth-generation family-owned business based in Rolle, Switzerland, opened as a manufacturer of wooden wheels in 1877. The company introduced its first production snow-sliding products in 1921 and transformed into a dedicated snowboard company in 1984. For nearly 40 years it has produced innovative boards, boots and bindings designed in the Swiss Alps.

See the commercial here: https://youtu.be/vkm0Ux8MVrg