Tire maker selling skis
Pirelli made its name supplying Formula One drivers with road-gripping tires. Skiers have little interest in equipment that grips the snow. But the Italian tire maker has nonetheless teamed up with Blossom Skis, a tiny, independent manufacturer of alpine sports equipment.
The reason, the companies say, is because of a specialized rubber developed by Pirelli for skis that can dampen chattering and vibration by up to 60 per cent as you carve across hard snow. The skis retail for $1,525.