Moment, a Californian brand of free-ride skis, aims to enter six new European markets within two years. This “home-made” ski brand, invented, managed and owned by Casey Hakansson, has become famous in the U.S. at the grass-roots level, through internet ski forums. The brand was present at Ispo – where it was nominated for a BrandNew award – in order to build distribution networks in France, Spain, the U.K., Austria, Italy and Germany. Its skis are square-topped and are rectangular like water skis, which is an advantage for use in ski parks; all are manufactured at the company’s production unit in Reno, Nevada, by Hakansson himself and six of his acquaintances. The brand sold 2,000 pairs of skis in 2008 for prices set between $500 and $725. The goal is to reach 10,000 pairs in two years’ time, and in view of this expansion, the company is now opening up 50 percent of its equity to interested investors.