Soon after moving to Colorado in 2007, I quickly learned that shopping and supporting local was ingrained in the community more so than anywhere else I’d lived before. Venturing out for my first season as a resident on Vokls, the following winter I splurged on my first set of Icelantics after discovering the then up-and-coming, homegrown gear brand through my magazine job at the time.
Five pairs and 12 years later, I realized my skis and I were truly meant to be when earlier this month, I picked up two jars of Veritas Fine Cannabis at Roots Rx and saw an Icelantic logo stamped on the side. The two companies have teamed up for a perfect winter promotion in collaboration with Denver-based artist Joe Palec, who was commissioned for the ski topsheets and cannabis container labels.
From Dec. 1, 2020 through Jan. 31, 2021, every 1/8th jar of Veritas includes a peel-off sticker with a unique code to enter to win a pair of custom Icelantic x Veritas Nomad 105 skis. Every week, Veritas will randomly select a winner from valid entries submitted (entries from the previous week also roll over into the following, unless your code was previously chosen).
Icelantic, which was established in 2006 and has its headquarters in Golden, is known for its seasonal limited-edition artwork by co-founder Travis Parr. But for this partnership, the company turned to an outside inspiration.
“We are fortunate to have one of the best art directors in cannabis (on our team). Sarah Egener has worked very hard to establish relationships with a number of local artists who we call on (for unique projects),” shared Veritas’ head of marketing and sales Jon Spadafora. “We are huge fans of Joe Palec’s art, and love the depth of his work. Every time we look at the skis and the jars, a new scene presents itself.”
“With our collaboration projects, we work with each company directly and their own artists to convey the story they want to present to the public,” explained Ashley Hart, Icelantic’s Mr. Manager (yes, that’s an Arrested Development nod as a title). “Joe’s work is hands down my favorite collab to date. Giving a new artist in the ski industry a chance to tell their story and have their creation live on a ski is something special.”
Having a global ski brand officially working with a cannabis company is also something special. Despite cannabis being legal for adult-use for the past seven years in Colorado, the snowsports industry has yet to make much movement into sponsorships and events. For what its worth, most ski resorts occupy federal forest land, which poses a legitimate risk for publicly endorsing consumption on-mountain until legalization passes at the federal level.
“As the years go on we are seeing more acceptance in a medicine that is clearly working. The reality is that (cannabis) has been a major ingredient in ski culture for decades and is finally getting shown in the light that it deserves,” said Hart. “I can’t speak for everyone in the company, but I personally can attribute a great deal of creativity, manifestation, and action to cannabis.”
With more than 90 varieties in its library (all grown in-house), Veritas drops a rotating roster of cannabis flower every week with an easy-to-navigate strain guide on its website based on experience.
Spadafora recommends any of Veritas’ “Invigorate” strains for an energetic, happy high before hitting the hill and the “Rejuvenate” line to wind down at the end of a ski day, adding, “For many, cannabis has already been a big part of snowsports. We are happy to carry on that tradition by creating a way to bring the cannabis and ski industries closer.”
Katie Shapiro can be reached at [email protected] and followed on Twitter @bykatieshapiro.