MLY Has Signed New Team Riders
9/18/98
By Robym Hakes

MLY recently announced it has signed Blaise Rosethal, Chad Otterstrom, and Brad Scheuffele as team riders for its new series of snowboards, Millennium Three. According to

(L to R) Blaise Rosenthal and Chad Otterstrom are stoked on their new board sponsor, MLY.

Marketing Director Mark Miller, the riders will have a hands on relationship with all aspects of these boards. "These guys are going to be heavily involved with designing it and riding," Miller says. "We're planning on releasing the first series of boards mid season."

A guerrilla marketing campaign is planned to get the word out about these boards using advertising, Internet, direct—mail, you name it.

Rosenthal and Otterstrom visited SNOWboarding Business recently and talked about their new board sponsorship. "It's going to be different because though I always had influence over what was going to happen [with other snowboard lines], and I always voiced my opinion, but it never really seemed to happen," Rosenthal says. "But this is going to be something where I'm going to be pretty much in charge of graphics, of shapes, kind of finding a direction and a theme. It'll be just team riders leading the whole thing in a good direction so we can sell good snowboards. And I get to ride on the same team with my friends."

Otterstrom adds, "I think it's good because it'll be back to snowboarding how it used to be. Snowboarding's gotten really serious in the last couple years and kind of boring. This'll be back to snowboarding as a team. It'll be more influenced by the riders not influenced by the whole industry all together, it'll be more of our own thing."

As Rosenthal states, "It'll be snowboarding by snowboarders for snowboarders."

Miller adds that this was an optimum time for MLY to add to its team. "We're not consolidating, we're growing and we've got all these good things happening, so this was a good time to make a move, especially with the team riders. The opportunity was there and we jumped on it.

"These guys needed certain things to feel good about how it was going to work, so we came up with a concept and we're going to let them run with it. It's kind of their show."

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