The Program invaded Breckenridge, Colorado for its third annual “Breck House – Product Launch.” Comprised of Forum, Special Blend, and Foursquare, The Program brought team rider’s Stevie Bell, Cam Pierce, and Austen Sweetin, along with North American Sales Manager Mark Wakeling, Rockies Rep Michael Swift, and Team Manager Kevin Keller, to show off the 2013 product line to local retailers and get some face time with their local partners.

Shops came from around Colorado to be a part of a week-long, intimate gathering and to celebrate the 21st birthday of Special Blend with shenanigans in true Program style including the passing of a seemingly bottomless Jim Beam bottle, a magically appearing stripper pole, and an educational session (complete with a power point presentation—classy) of The Program’s products; not to mention a chance to ride with the pros. “Our goal is to not brain wash kids into choosing our brand…we just want these shop reps to understand our three brands more, stoke them out, and get the chance to really be a part of who we are,” said Michael Swift.

Covering each brand from A-to-Z (or at least S to F), the gentlemen of The Program gave a very thorough overview of the 2013 product line-up. The guests were privy to everything from the inspiration behind the graphics on the boards, to personal and honest testimonials from the athletes on the gear, as well as its progression through the years.

Photos: Kelsey Smith

Taking the products from the showroom to the slopes, the crew of more than twenty shops valiantly attempted to live up to the “First Chair Last Call”  Special Blend motto, but due to the prior night’s festivities, it was more of a “Middle of the day chair, 2pm call” back to the house for a nap.

That night, the Forum crew threw a Vacation premiere at Cecilia’s—a local watering hole— to kick-off the Breckenridge stop of the Dew Tour.

Throughout the weekend, the brand truly upheld its mantra: “We Live Forum…We don’t need a gold medal, overpriced product, or a season pass to have fun…we live this way because it feels like there is no other choice.” Special thanks to The Program crew for showing us all a good time.