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In 2002, world-class skiers JP Auclair, JF Cusson, Julien Regnier, Boyd Easley, and Tanner Hall launched Armada to create the first athlete-owned and athlete-driven independent ski company. The brand quickly became popular among a new generation of skiers who were interested in what came to be known as freeskiing. Since then, they have continued to innovate and expand their brand, which now includes skis, apparel, packs, and most other skiing accessories.