THIRTYTWO SNOWBOARD BOOTS F/W 2025/26 PREVIEW

Retail Buyers Guide: Snowboard Boots F/W 2025/26 Retail Buyer’s Guide
Brand: Thirtytwo
Interviewee: Ryan Bachman, Sales Director

How was last season in the snowboard boot market?
Last season the boot market wasn’t rough, but it was below average. The snowfall didn’t hit until late December, which is after most sales and promotions. Luckily when the snow did start falling, especially around January, it came down heavy and helped clean up some inventory. I was told by most accounts that last season boot sales were the strongest of all their snowboard categories.

With the recent overall price increases, have there been any positive developments in manufacturing, sourcing, or logistics?Yes, with price increases comes more innovative materials and tech. It’s tough to raise the price of a boot style without some type of material or tech update. Whether that’s new outsole tooling, tech features, or pushing durability stories. The last thing any brand wants to do is defeature a boot and raise prices. So, when prices go up, usually the tech or durability of the boot does too. Container costs from China have come down a bit, which does help offset some of the price increases, but as materials, labor, and factory costs go up, so do our boots. It’s inevitable and something every brand deals with.

What are the major trends you’re seeing with product pricing in the snowboard boot market?
The biggest trend I’ve seen within product pricing is that a good number of consumers are willing to spend more money for a more durable boot and/or double BOA. We used to see the vast majority of consumers going for a lower-end model their first or second time buying boots. But now we’re seeing even the novice snowboard consumer going into mid-range styles. This shows that consumers are willing to spend more to get the boot they want or the boot they know will last over more price-sensitive styles. Our mid-range styles are seeing an uptick in sell-thru, and while the lower-end styles still have their place and sell.

E-commerce Vs. physical retail, how are you balancing both channels?
You just said it, it’s all about balance! Luckily, with us primarily being a boot brand, many consumers like to touch and try on boots before purchasing. I started in this industry as a shop kid, so I’ll always back the core/specialty brick-and-mortar accounts. But that doesn’t mean we can’t add focus on eComm, as the entire world is moving in that direction and that piece of the pie is only getting bigger. We need to remember, though, that brick-and-mortar are the backbone of this industry, and we need to support them as much as possible with marketing capabilities and demos. I also express to accounts that are only brick-and-mortar that it might be a good idea to go omni-channel with at least a small online presence, as they shouldn’t be losing all those sales to the big online accounts.

How are you supporting retailers to sell this category?
First and foremost, REPS!! They are the face of the brand in their respected territories and the ones flying the brand flag high and proud. Reps doing their annual clinics to educate shop kids, helping out on the weekends at big sales events, holding demos, and bringing snowboarding to the community is a big part of how we ensure that we’re supporting our brand and our retailers. We also have strong marketing at 32 and make sure to shout out dealers who carry our goods on social media. We are continuously evolving the brand to better suit the needs of the consumer, from better fitting lasts and tons of customizable features to more comfortable liners, durability stories, and A+ team riders backing the brand and product. This helps promote the brand and product to the end-consumer and the retailers they purchase through.

Does your 2025/2026 boot line target any specific price ranges?
The $330 – $450 range is our core focus. Updated Lashed (lace) coming in at $330 and updated TM-2 Double BOA coming in at $450. Those prices and everything in-between are where the brand shines brightest.

BOOTS SPECIFIC
Will Keegan, ThirtyTwo Boot Designer/Merchandiser

What unique brand messages are you focusing on for the 2025/2026 snowboard boot season? Are you introducing any new or innovative materials (for outer shell, reinforcement, cushioning, support, or grip) in your 2025/2026 boots?
Since the brand’s inception in 1995, ThirtyTwo has been rider-driven. The brand continuously pushes the boundaries of innovation, delivering cutting-edge technology, enhanced performance, improved comfort, and sustainable solutions to the snowboarding world. For the 2025/2026 winter season, ThirtyTwo is excited to introduce several new and innovative materials to our boot collection. ThirtyTwo will be revamping some of our popular signature styles and releasing new models featuring these innovative materials next winter, including the Zeb Powell signature ZB-1, the ZB-1 BOA, and Jeremy Jones’ signature MTB Lite. The ZB-1 introduces a new fully injected 3-D molded tongue that provides progressive flex and durability. It’s all about the details, and this new boot is also finished off with new ZB-1 3-D gel logo. The Jones MTB Lite BOA was designed from the ground up for Jeremy Jones. For the winter 2025/2026 season this boot will have several new materials and features, including:

A lightweight aluminium buckle that allows for quick release walk mode.
A new dual density mid sole that provides softer foam closer to the rider’s foot, and a carbon shank for stability.

ThirtyTwo is also introducing an improvement to traditional laces for 2025. Every boot in the Lashed line will feature new Easy-Lace loops. This new lace system significantly reduces lace friction with an injected lace guide wrapped in a webbing loop, making it easy for the rider to pull the laces tight from the top and get back to riding.

Are there any updates or significant changes in your liner technology or programs for the 2025/2026 collection?
ThirtyTwo has always been known for its heat moldable liners, offering a truly custom fit. For the 2025/2026 season ThirtyTwo completely revamped our collection of boot liners, including six different levels of liners. Highlights of the improved collection include:

Re-engineered fit and pattern to improve heel hold
Re-engineered overlays to maximize ankle hold while providing comfort
Ankle cutouts
Including the 32 fit kit donuts that allow for adjustability overtime
Wrapped in a 100% heat moldable package

The full 2025/2026 liner collection will include:

The Elite Liner

Injection moulded with high rebound energy foam for excellent support, durability, & stiff flex
Heat mouldable intuition foam
Elite Footbed: Molded energy foam with heel cradle & customizable adaptive arch support
Elite Harness: Reinforced harness built taller for ultimate support & heel hold
Recoil Flex Control: Customizable boot flex inserts

The Performance XLT Liner

Extra durable heat moldable dual density intuition foam maximizes support & stiffness while providing perfect comfort
Massively improved heel hold with new revised backstay cradle, ankle pockets, & heel hold kit
Elite Footbed: Molded energy foam with heel cradle & customizable adaptive arch support
Performance Harness: Built taller for additional support, flexibility, & heel hold

The Performance Liner

Extra durable heat moldable dual density intuition foam maximizes support & stiffness while providing perfect comfort
Massively improved heel hold with new revised backstay cradle, ankle pockets, & heel hold kit
Performance Footbed: Molded evolution foam with heel cradle, arch support, & heat cushioning
Performance Harness: Built taller for additional support, flexibility, & heel hold

The Team XLT Liner

The team favorite with heat mouldable dual density intuition foam in a medium flex profile
Elite Footbed: Molded energy foam with heel cradle & customizable adaptive arch support
Team Harness: Standard height with medium support, high flexibility & heel hold

The Team Liner

The team favorite with heat mouldable dual density intuition foam in a medium flex profile
Team Footbed: Moulded footbed with heel cradle & arch support
Team Harness: Standard height with medium support, high flexibility & heel hold

The Comfort Liner

Soft flexing, heat mouldable, extra comfortable
Upgraded with a revised backstay fit & ankle pockets
Comfort Footbed: Moulded footbed
Comfort Harness: Grip & Rip heel hold Velcro heel overlay prevents heel slippage
Microfleece lined for long-lasting warmth & comfort

What lacing systems will be your main focus for the 2025/2026 boots?
For 2025/2026 collection ThrityTwo is focused on both traditional lacing and the BOA System, while trying to push boundaries and give an innovative rider like Zeb the option to evolve the strap closure. In traditional lace boots ThirtyTwo is introducing new Lace Locking hardware, and as I mentioned earlier, we are really hyped to introduce an improvement to traditional laces for 2025. Every boot in the line from the Lashed up features new Easy-Lace loops. The ease of use and functionality of BOA systems has continued to gain popularity. For 2025/2026 we are introducing an improved guide system called the tongue shield to improve fit. Zeb Powell is riding on another level and wanted a boot that fits his unique style. The lacing system on the ZB-1 pushes boundaries with a new Hybrid Power Strap lace system. The two durable Power Straps can be run tight or left open for a looser fit with only the lower laces tied, as Zeb has ridden his boots in the past seasons.

What are the dominant visual themes, patterns, and materials you’ll be highlighting in next year’s boot line? Any artist collaborations or notable partnerships?
As a truly rider-driven brand, ThirtyTwo’s dominant visual themes and materials come from the T32M Riders’ input throughout the line. One highlight for next season is Zeb’s ZB-Lace and ZB-BOA classic red/black and North Carolina inspired blue/white colorways. The brand will be collaborating with Corduroy for the first time, continuing its on-going B4BC Collaboration for 2025/2026, and partnering with Volcom on a collection for a second year. The ThirtyTwo x Corduroy collaboration will feature a 90s tribal inspired camo pattern on the best-selling Lashed boot.

Which segment of your boot range (Freestyle, Freeride, All-Mountain, Beginner) are you investing in the most, and why?
ThirtyTwo is dedicated to providing boot options for all types and levels of snowboarding. Whether you’re riding freestyle, freeride, or all-Mountain, starting your first season, pushing the limits in the park and streets, or splitboarding and summiting unridden peaks like Jeremy Jones, the ThirtyTwo line has the right boot for you.

Have there been significant changes in how you approach product pricing for the upcoming season?
For the ThirtyTwo 2025/2026 line all pricing increases are focused on performance improvements.

Key Products:

ZB-1:
Zeb Powell’s signature ThirtyTwo boot was built to match his unique riding style. This boot features new Easy lace Loops, a new Hybrid Power Strap lace system and a 3-D ELITE FLEX tongue. With an articulated cuff, performance backstay performance liner and internal harness this boot will provide the ultimate fit and support.

ThirtyTwo ZB-1 LACE

Jones MTB Lite BOA:
Designed from the ground up to meet the splitboarding needs of the one and only Jeremy Jones. The improved Jones MTB Lite BOA features new quick release walk mode, a Michelin fiberlite outsole, STI Evolution dual density energy foam midsole, Easy Lace loops and locking lace hardware. That’s a lot of new features!

ThirtyTwo Jones MTB Lite BOA

LASHED:
The Lashed is the best-selling ThirtyTwo boot for a reason. Pat Fava has a new signature Lashed colorway (black/blue) for 2025/2026. He’s been running the Lashed for 10 years, and he says the boots are “light, comfy and medium flex right out of the box.”

ThirtyTwo Lashed, Pat Fava Signature