Press Releases

Dean Cummings Launches SIgnature All-Terrain Ski Line

Iconic Big Mountain skier & Alaska heliskiing pioneer, Dean Cummings, introduces skis infused with knowledge gleaned from two decades skiing some of the most innovative lines in the most demanding environments. Cumming’s new skis feature proprie

H2o Outdoor Gear has retained Brand Amp to elevate the profile and support sales of Dean Cummings’ new signature line of skis.

The iconic Big Mountain skier and Alaska heli-skiing pioneer, is introducing a trio of skis infused with knowledge gleaned from two decades skiing some of the most innovative lines in the most demanding environments.
Cumming’s new skis feature proprietary Lay-Down Technology, a unique hybrid combination of powder and carving design that eliminates chatter and allows the ski to confidently track in all conditions from powder to hard snow.

Cummings said he is confident his Lay-Down Technology has created “the most forgiving ski for the greatest variety of conditions on the market today.”

The Tazlina, Kodiak and Karen’cito models are available in a choice of three lengths each with a unique and corresponding radius that works to optimize performance. The custom handmade wood core skis, made in the USA, are built to for all environments: Big Mountain, All Mountain, backcountry and resort.

Skiers can see the skis in action this fall in Cummings’ upcoming new film release, “The Steep Life.” Later this fall, Cummings will tour with the film and skis at select backcountry ski retail outposts along the West Coast, East Coast and Rockies. H2oG will also exhibit at two major industry trade shows this January, Outdoor Retailer Winter Market 2012 in Salt Lake City and the SIA Snow Sports Show in Denver.

Brand Amp has been retained to manage the tour and provide overall public relations support for Cummings’ launch as a small production specialty ski manufacturer.

Brand Amp founder and president Lee Hart said Cummings fits with her motto to only work with people she likes and product she believes in. “Dean is a globally recognized name as an athlete and as a leader who continues to pioneer the development of techniques and protocols for Big Mountain, glacier and remote mechanized skiing. These ski designs are manifestations of the innovation and excellence Dean brings on and off the mountain.”

Cummings said he chose to work with Brand Amp because Hart hit the mark in designing a public relations campaign that aligns with the short-term goals and long- range vision of H2oG.

About H2o Outdoor Gear. H2o Outdoor Gear is a brand extension of H2o Guides. H2o Guides is the the family-owned and operated Alaska heliskiing operation founded in 1995 by World Champion extreme skier and former US Freestyle Ski Team member Dean Cummings . Cummings has been laying fresh tracks in the establishment and evolution of globally recognized standards in safety education both as founder of the North American Outdoor Institute and lead architect of the American Mechanized Ski Guide Course. With his new line of skis, Cummings brings cutting-edge concepts in ski design for the world’s most precision-demanding slopes to skiers exploring the boundaries of their own backyard backcountry stashes. For further information visit the H2oG website.

About Brand Amp. Brand Amp offers strategic communications counsel and a range of smart, scalable public relations solutions, including brand-building social media campaigns, to clients primarily in the outdoor adventure, snow sports and adventure travel industries. For further information visit the Brand Amp website .