Transworld has got a rad little interview with all round good guy, Tonino Copene (the Nitro TM) at the moment. He has co-founded a company called The Foundry with Milosport’s Josh Roberts. The Foundry will be looking after field sales and marketing activities of Nitro’s brands in the U.S. In the interview, Tonino gives a great rundown of the changes they’ll be making in the States and talks about Nitro’s brand direction. He talks about their approach to snowboarding and how they have lost sales by not following trends. Copene says, “The trend of trying to market snowboarding as ‘it’s fun now.’ ‘Oh it’s fun, it’s not so serious. ‘We’ve never taken it serious, it’s always been fun.’ That kind of trend with dressing kids like Ninja Turtles. We might have lost out on some sales in that aspect but it just wasn’t who we were as a group.” Great to see a brand staying true to their vision of snowboarding. Check the full interview out here.

(Photo: Eero Ettala via Oakley.com)