‘Niu’ Year For Chinese Snowboarders
Apparently Mellow Parks Construction — China’s experts for all things snowboarding — never bothered to check the calendar when they released its Magnum opus Nov. 14. For the snowboarding community both in China and around the world, the New Year comes six weeks early with the release of “Happy Niu Year,” a film documenting some of the most exciting riding in the People’s Republic to date.
“It is helping to put China on the map as far as the world snowboarding community is concerned,” said Olli Fenwick-Ross, marketing director for Mellow Parks. “People know the Nanshan Open now, but they don’t know what else is happening here. This film is reaching a broader audience, to show there are good snowboarders here in China.”
A teaser video is currently online, click here.
The new film — which also includes video from the crew’s recent snowboarding trip to New Zealand as well as international rider’s footage shot at last year’s Nanshan Open, located just north of Beijing near Miyun — raises the bar yet again for the minds at Mellow Parks, the foundation for snowboarding in China and now the country’s most visible face of the sport.
“If Chinese kids are into snowboarding, there isn’t too much to watch in China,” said Fenwick-Ross. “They can watch international movies, but the riders, the mountains, the type of snow; it’s different in other countries. The film gives other Chinese some local boarders to look up to. There is a national pride attached.”
“Happy Niu Year” is also the latest in a string of successes that have been aimed at promoting snowboarding inside China. In January 2010, the 8th Annual Red Bull Nanshan Open will take place in Beijing, the largest snowboarding competition in Asia, with this year’s event featuring 18 international riders and six Chinese riders. That’s double the number of local snowboarder’s from last year’s competition.
The DVD currently can be found at Quiksilver, Nitro and other participating stores all over China, and is free to the public. In addition to screening “Happy Niu Year” recently in Beijing and holding a premiere in Shanghai, Mellow Parks Construction said they plan on releasing the entire video online for free starting in January. According to Fenwick-Ross, the bonus footage alone makes the whole DVD worth checking out.
— Zachary Franklin