On October 12, 2012 Adidas uses social media to announce the development of sports equipment for the snowboarder communities. They use a grassroots program that uses brand marketing strategy to fulfill their mission statement; for Adidas to be the leading sports brand in the world! Every sport has a brand they attach to like Nike is with skateboarding, McDonald's is with surfboards, Rebok is with longboards and now at last Adidas is with snowboarding. The release of the signature apres shred boots arrived and a first time team of professional riders who made a name for themselves and can't be stopped. Having the tight group together will be revolutionary because the team riders are also good friends and will launch their gear in an amazing new way, without advertisements and commericals, but instead on Facebook and Instagram. The transworld article states the Team Manager Chris Hotell or "Hot to tell" is leading the project and understands how the consumer communication & media works. Everything from the development of the designs of the shred boots, to being the spokes person for the brand by a soft launch of the FW13 collection. The line also is making technical outerwear apparel with excellent designers? Team collaborations like pro-riders Jake Blauvelt, Ecic Jackson, Helen Schettini, Kazu Kokubo, and Keegan Valaika are names that will soon become household names after the Olympics, I'm sure. As they interpret a new marketing trend for action sports, they drop-in on a opportunity that will be a model for other companies. By letting snowboarder team members spread-the-word with comments, videos, pictures, but mostly with friendships on their  Facebook walls; delivering the message in style, with chats and buzz! The pros want everyday-riders to feel the growth process of the promotion and be part of it! www.adidas.com/snowboarding and www.facebook.com/adidassnowboardingSandi Jones