Day one of the SIA Snow Show

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Day one of the SIA Snow Show

SAM Magazine—Denver, Jan. 30, 2014—Bolstered by strong retail sales this season, the annual Snowsports Industries America (SIA) Snow Show kicked off this morning with a "Sendoff to Sochi" opening ceremony. The event showcased the various official uniforms of the U.S. alpine, freestyle, snowboard, and freeskiing teams. With 94 snowsports athletes representing the U.S. at Sochi, the largest contingent ever, the sendoff was a fitting way to mark the upcoming Games as well as the start of the 2014 Snow Show.

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As always, the Show highlights trends in gear and apparel. And those trends are emphasizing lightweight function, in everything from mid layer puffies to helmets, skis, and snowboards. Kids are also getting a lot of attention, along with backcountry-inspired gear, which has been the hottest category for the past few seasons.

SAM is at the Snow Show once more this year as co-presenter, with SIA, of the Rental + Backshop + Uniforms booth, where retailers and rental operators can get a quick overview of these elements of the business. SAM is presenting two educational seminars at the booth on Friday: "Putting Performance into Rental" at 11 a.m., and "Kid's Play: Making Rental Fun" at 1 p.m. If you're at the show, stop by and check out what's new.

The show's timing this year couldn't be better, as the resorts west of Denver are expecting two to three feet of new snow over the next few days—just in time for the On-Snow Demo at Copper Mountain Feb. 3-4.

Former Olympian Doug Lewis presenting the U.S. Olympic team uniforms. Shown here are the snowboard and freestyle.