Founder Will Howard was an Oakley employee and was looking to break out and put his own spin on the lifestyle surrounding surfing, motocross, and other action sports. That type of passion and start-up mentality is still a big part of what the brand does today—a prime example, says Director of Product Mike Tobia, is Dragon’s continuing relationship with athletes like Shane Dorian and Jamie Lynn, who have been a part of the brand since day one.
#TheBusinessOfWinter
SIA is the trade association of the winter outdoor industry. Through SIA membership, brands, destinations, retailers, service providers and nonprofits solve immediate business problems, adapt to changing pressures, save and grow. #TheBusinessofWinter.
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