18/02/2011 | by Tom Copsey
They slay rails, destroy kickers, produce mind-blowing video parts, win all the snowboarding popularity awards going, run their own media house at Helgasons.com and still have the time to give birth to their own snowboard brand.
Yep – Iceland’s finest, the Helgasons, announce the launch of Lobster Snowboards.
“Eiki and me wanted to get on the same board program since day one. We really have fun and push each other when we ride together so this was a logical step for us,” says Halldor.
“I’m super stoked on teaming up with my brother and being part of something new that we own and form as we like. Lobster allows Halldor and me the freedom to create the snowboarding brand we believe in and are stoked on. You can expect randomness, creativity and fun… or at least what me and Halldor think is fun,” explains Eiki.
Lobster is the second brand in the world to feature patented Triple Base Technology, applied in generous proportions to a range including the Jibboard, the Parkboard and the Girlboard. There’ll be poppy coloured logo boards as well as limited edition Eiki Jib Board graphics and Halldor Park Board graphics to be released in Fall 2011.
Halldor continues: “I’ve been riding Triple Based boards recently and I’m stoked with them. The opportunity to apply that technology to our own range is mind-blowing. I can’t wait to ride my Lobster Parkboard at the X Games in Aspen this weekend.”
Check out: http://vimeo.com/19199438
Lobster will be available in selected shops around the world and on www.lobstersnowboarding.com Fall 2011.
For most people in the snowboarding industry, Eiki came out of nowhere when he appeared on the cover of Snowboarder Magazine photo issue 2008. The same year, his first international video part with a mixture of progressive backcountry riding and a new standard in rail riding, won him the Snowboarder Mag Rookie Of the Year award. After being nominated for the 2nd year in a row to the TWS Readers Poll, he took the title in 2010 with his brother Halldor voted 2nd.
Halldor has two outstanding video parts this year which has him again nominated to the TWS Readers Poll awards. He also was awarded Rookie Of The Year 2010 in every magazine in US, Japan and Europe
The crowning of his last season came at the X Games in Aspen where he qualified 1st in slopestyle and won the Big Air with a perfect score (100 out of 100).
Halldor and Eiki have a huge fanbase who follow them on a daily basis at helgasons.com. They have two personal filmers following them around the world making quirky edits with their own personal touch. The website has over 4,000 visits a day and their Vimeo updates have reached over 2 million views since December 2009.