Doubledeck Snowboards chooses Ablestar for global brand strategy, positioning and marketing strategy

Doubledeck Snowboards, the innovative snowboard brand from Germany, has asked strategy firm Ablestar to handle its global brand strategy, brand positioning, and marketing strategy. The collaboration is aimed at refining the international brand narrative and accelerating Doubledeck's growth in Europe, North America, and Asia.

Doubledeck Snowboards develops snowboards with patented technology that fundamentally changes the riding experience. The brand combines a traditional snowboard with an innovative bow construction that provides more control, comfort, damping, and confidence on the slopes. With this, Doubledeck targets not only experienced snowboarders who want to ride longer, smoother, and more precisely, but also beginners who want to progress faster and take less risk during the well-known "catching an edge" moment.

The technology behind Doubledeck was developed from a clear ambition: to make snowboarding more accessible, safer, and more comfortable, without losing performance and the sense of freedom. With patented systems such as the Convex Pressure Bow System, the Superslide Railsystem, and the Inverse Concave Bending System, Doubledeck introduces a new category within the snowboard market. The brand is also backed by snowboard legend Terje Håkonsen and operates a circular “Let-to-Rent” model, where boards are rented out, professionally refurbished, and partially recycled. With this, Doubledeck aims to recycle up to 75% of the components.

The assignment for Ablestar

Ablestar will guide Doubledeck in developing a sharp global brand strategy, a distinctive brand positioning, and a scalable (digital) marketing and growth strategy. The assignment focuses on translating technological innovation into a powerful brand story that is relevant to various target groups: from premium riders and carving fans to beginners, retailers, rental partners, and international investors.

Through a series of strategic workshops, Ablestar works on the core of the brand: the purpose, vision, positioning, target group strategy, brand promise, messaging architecture, and international marketing approach. The goal is to position Doubledeck not only as a technologically innovative snowboard brand, but as a lifestyle brand that redefines the future of snowboarding.

Michel van Velde, Sr. Brand Director and Founder of Ablestar:

I am a snowboarder myself and tested the board personally earlier this year and was immediately impressed. “Doubledeck has something rare: a genuine product innovation in a market where many brands compete primarily on style, graphics, and lifestyle. The patented bow technology is a real improvement to the snowboard experience. That gives the brand an enormously strong strategic foundation. Our task is to translate that technical lead into a clear, international brand story that riders, retailers, and partners alike immediately understand and feel.”

According to Van Velde, the strength of Doubledeck lies in the combination of performance, safety, comfort, and circularity. “This is not a gimmick. Doubledeck makes snowboarding more accessible for beginners, more comfortable for experienced riders, and more interesting for retailers through the Let-to-Rent model. That calls for a positioning that is just as innovative as the product itself.” Being allowed to work with a snowboard brand is a dream come true. Several snowboarders work at Ablestar. Michel van Velde continues: "A fun fact: my first internship was with a snowboard brand, and my first snowboard was developed by Terje Håkonsen. So, to me, he is truly a legend."

About Doubledeck Snowboards

Doubledeck Snowboards is an innovative snowboard brand from Germany, founded by Andreas Kramer. The brand develops snowboards with patented bow technology that provides more edge grip, damping, control, and riding comfort. Doubledeck has won an ISPO Award, among others, and collaborates with snowboard legend Terje Håkonsen. With models such as Carving D, Turning D, Rocking D, and Freeing D, the brand is building a new snowboard ecosystem for different types of riders and riding styles.