adidas is tackling a new market in their footwear department with the Jake Blauvelt Boot from their Fall/Winter 2012 collection. However, the company is anything but a novice in the snow sports industry as it used to own snow equipment brand Salomon and has done collaborations with Burton Snowboards. The adidas pro-rider snowboarding team consists of riders Eric Jackson, Helen Schettini, Keegan Valaika, Kazu Kokubo, Forest Bailey and signed Jake Blauvelt as the team’s anchor. The snowboarding division focuses more on lifestyle rather than performance, giving a more modern, stylish and rugged look. Look out for these boots at adidas Originals’ retailers worldwide.