Nike made a surprise move earlier this month by offering sponsorships to snowboarders. While the company decided to end its snowboarding program in September 2014, the company has been reaching out to snowboarders to join their streetwear team.
X Games gold medalist and 15-year-old Chloe Kim was among Nike's newest athletes. “So excited to be a part of the Nike team,” Kim said on Twitter.
— Chloe Kim (@chloekimsnow) January 12, 2016
Kim confirmed that she will continue to ride for Burton, her primary sponsor, and that the deal with Nike only includes streetwear, according to X Games Aspen.
Nike SB announced in the fall of 2014 that it decided to discontinue its snowboarding and skiing gear. “Nike SB will focus its innovation, design and marketing resources on its biggest brand driver and growth opportunity, skateboarding,” Nike spokesperson Jenna Gold told X Games.com at the time. The decision came as the 2014-15 boot and clothing lines were arriving at stores.
The decision was made based on the company’s 2014 fiscal year report. The document demonstrated growth in every main area except for action sports.
Nike appears to have reversed that decision in reaching out to Kim.
Kim won the gold medal at last year’s Aspen X Games in the women’s superpipe event. She was too young to compete in the Sochi Olympic Games.
"I didn't really like snowboarding in the beginning," Kim said at the time, according to USA Today. "Now, I just love it. I'm in love with it. Every time I'm on the mountain, I'm just so thankful to be there."