Established in the late 1980's, the Lamar Snowboards company set out to make top-quality gear for avid riders. Bert LaMar, professional snowboarder and company founder, brought his firsthand knowledge of the sport to the drawing board. While Bert LaMar no longer heads the brand, the company continues to make innovative products for snowboarders of all skill levels.
Early Years
Bert LaMar started out as a professional skateboarder who dominated the contest circuit throughout the 1970's. According to Lamar Snowboards, snowboarding pioneer Tom Sims saw a young Bert LaMar riding a contest and was surprised at his advanced level of skill. Sims urged LaMar to take up snowboarding, and after a few short years he had mastered the sport. LaMar went on to win three World Cup snowboarding events. After a successful career as a professional snowboarder, LaMar wanted something to call his own.
Humble Beginnings
The plans for Lamar Snowboards did not take shape until 1989. Bert LaMar spent countless hours in his garage brainstorming ideas for his yet to be established snowboarding company. LaMar finally put his plan into action and began a rigorous advertising campaign. According to Transworld Snowboarding, from 1989 to 1990, Bert LaMar took on full responsibility for the company's product development and marketing. Over the years, LaMar created a team roster of big-name riders that included Kevin Jones and Jimmy Halopoff.
Price of Success
As the team riders of Lamar Snowboards continued to garner recognition for their innovative tricks and stylish riding, the company continued to grow in the mainstream industry. Bert LaMar sold Lamar Snowboards for an undisclosed amount of money in 1998, to the disappointment of many in the snowboarding community. Bert LaMar's absence in the snowboarding world wouldn't last long, however. While he wasn't able to regain his shares in Lamar Snowboards, Bert LaMar went on to establish a new company in 2001 known as Elevation Snowboards.
Lamar without Bert
As of 2011, Lamar Snowboards continues to go strong without the help of company founder and snowboard pioneer Bert LaMar. The company now offers a wide variety of products, including snowboards, boots and bindings. Lamar Snowboards manufactures riding gear for men, women and children to allow the whole family to enjoy the thrills of snowboarding. The Lamar snowboard features a lightweight yet durable design that consists of a thin wooden core and a layer of fiberglass adhered to the underside of the board.
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