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The email came in on October 12, 2016, from the elk-hunting, race-car-driving, mullet-wearing pro skier, Parker White. “686 is announcing me as their first skier in 24 years of business,” it read. “This is a big deal for their brand as well as myself and the ski industry in general that 686 is no longer only snowboard.” I sat back from my computer screen to comprehend the fact that one of the most successful snowboard clothing brands on Earth had just welcomed White, a skier, onto its esteemed contingent.