Jones Snowboards
Corporate brand
UnclaimedAn American snowboard brand founded by freeride rider Jeremy Jones, known for technical boards, splitboards, bindings, apparel, and a pronounced sustainability and mountain-safety focus.
Last updated August 22, 2026
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Overview
Jones Snowboards is an American snowboard equipment and apparel brand headquartered in Truckee near Lake Tahoe, California. It was established by professional freeride snowboarder Jeremy Jones, with the business developing in collaboration with Nidecker Snowboards. The company is associated particularly with freeride, powder, backcountry, and splitboarding products rather than with entry-level mass-market snowboards. The brand's range includes conventional snowboards for all-mountain and powder riding, splitboards for human-powered backcountry travel, bindings, clothing, and snowboarding accessories. Its product identity is built around directional shapes, backcountry performance, durability, and designs intended to work in variable mountain conditions. Jones has also used product development and team-rider relationships to connect its equipment with high-level freeride snowboarding. French rider Victor De Le Rue joined the global team in 2019 and later won the 2021 Freeride World Tour while riding the Jones Aviator 2.0. Environmental responsibility is a central part of Jones's public positioning. The company has promoted lower-impact board manufacturing, the use of recycled and other preferred materials, and financial support for sustainability-oriented nonprofit organizations through a stated commitment to donate 1% of sales. Jones has also publicized a transition in which its snowboards and splitboards have been manufactured using solar power since 2020, reporting an 89% reduction in production-related carbon dioxide emissions. These claims form part of the brand's broader climate advocacy, which is closely linked to the dependence of snow sports on healthy winter environments. Mountain safety is another recurring theme. Jones has promoted avalanche education and incorporated its “5 Red Flags” avalanche-safety messaging into artwork on selected boards and packaging. This gives the brand a position that extends beyond equipment marketing into education and responsible backcountry participation. Jones operates within the Nidecker Group, whose portfolio also includes Nidecker, Flow, YES., and NOW. The group relationship provides a broader manufacturing and distribution context while Jones retains a distinct identity associated with Jeremy Jones and freeride-oriented design. The brand's boards are manufactured in Dubai, according to the cited Wikipedia reference. In 2022, Jones announced a design collaboration with surfboard shaper Chris Christenson, using the technical relationship between surfing and snowboarding as a foundation for its Surf Series. For the 2023/24 winter season, it introduced the Butterfly Splitboard and highlighted increased recycled-material use, including Recycle Tech construction on the Hovercraft 2.0. Jones is therefore best understood as a specialist, premium-positioned snowboard brand serving committed resort, freeride, powder, and backcountry riders.
History
Jones Snowboards was created by professional freeride snowboarder Jeremy Jones as a specialist brand focused on the needs of riders who spend substantial time in powder, steep terrain, and the backcountry. The company was founded around 2009–2010; the cited Wikipedia material identifies the founding year as 2010 and describes the business as having been developed in collaboration with Nidecker Snowboards. Its base is in Truckee, California, near Lake Tahoe, a location closely associated with mountain sports and a natural setting for a snowboard company. From its beginning, Jones was positioned around technical performance rather than broad lifestyle branding. The product portfolio developed across freeride and all-mountain snowboards, powder-oriented shapes, splitboards, bindings, clothing, and accessories. Splitboards are particularly important to the brand because they allow riders to separate a board into ski-like sections for uphill travel and reassemble it for the descent. This product emphasis connects Jones with avalanche education, human-powered travel, and the wider backcountry community. The brand's design language has consistently been linked to directional riding and mountain functionality. Its equipment has received numerous awards, according to the cited reference, and its team program has helped demonstrate the intended use of its products. In December 2019, Jones announced French snowboarder Victor De Le Rue as a global team rider. De Le Rue subsequently won the 2021 Freeride World Tour riding the Jones Aviator 2.0, strengthening the brand's association with elite freeride performance. Sustainability became a prominent part of the company's identity. Jones has stated that it gives 1% of sales to nonprofit organizations focused on sustainability and has promoted manufacturing changes intended to reduce environmental impact. Since 2020, its snowboards and splitboards have reportedly been made using 100% solar power. The company announced that this change produced an 89% reduction in production-related carbon dioxide emissions. Jones has also promoted recycled materials and other lower-impact construction methods, while connecting climate action to the future of snow sports. The company has paired environmental messaging with safety education. Its avalanche-safety program includes the “5 Red Flags,” which appear in artwork on some snowboards and packaging. This approach reflects a view that equipment brands operating in the backcountry have a role in encouraging informed decision-making, not merely selling products. Jones is now part of the Nidecker Group. The group includes Nidecker, Flow, Jones, YES., and NOW, placing Jones within a multi-brand snowboard and action-sports organization. The cited Wikipedia material states that Jones snowboards are manufactured in Dubai. The relationship with Nidecker supplies group-level manufacturing and commercial infrastructure while the Jones identity remains centered on Jeremy Jones, freeride expertise, and sustainability. Product development continued through collaborations and new constructions. In 2022, Jones worked with surfboard shaper Chris Christenson on the Surf Series, emphasizing the technical and conceptual relationship between surfing and snowboarding. For the 2023/24 season, the company introduced the Butterfly Splitboard, designed to balance climbing efficiency with downhill riding performance. The same season brought stronger use of recycled materials, including Recycle Tech construction in the Hovercraft 2.0. These developments show the brand extending its original freeride focus through material innovation, cross-sport design, and specialized backcountry equipment.
- 2023
Butterfly Splitboard and recycled-material initiatives
[1]For the 2023/24 winter season, Jones introduces the Butterfly Splitboard and expands its use of recycled materials, including Recycle Tech on the Hovercraft 2.0.
- 2022
Surf Series collaboration
[1]Jones collaborates with surfboard shaper Chris Christenson on the Surf Series.
- 2021
Freeride World Tour victory
[1]Victor De Le Rue wins the Freeride World Tour riding the Jones Aviator 2.0.
- 2020
Solar-powered board production
[1]Jones states that its snowboards and splitboards have been manufactured using 100% solar power since 2020, alongside an announced 89% reduction in production-related carbon dioxide emissions.
- 2019
Victor De Le Rue joins the global team
[1]French freeride snowboarder Victor De Le Rue becomes a Jones global team rider.
- 2010
Jones Snowboards is founded
[1]Jeremy Jones establishes Jones Snowboards in collaboration with Nidecker Snowboards.
Products and positioning
Premium, technical snowboard equipment for freeride, powder, all-mountain, and backcountry riders, differentiated by rider-led design, sustainability initiatives, and avalanche-safety advocacy.
Snowboards
Snowboards
Jones produces directional and technical snowboards for all-mountain, freeride, and powder riding. The range is associated with high-performance shapes intended for changing terrain and deep snow, and includes models such as the Aviator 2.0 and Hovercraft 2.0.
Backcountry equipment
Splitboards
Splitboards divide into touring skis for uphill travel and reconnect for downhill riding. Jones treats splitboarding as a core category, with designs focused on climbing efficiency, downhill stability, and backcountry use. The Butterfly Splitboard is a cited example of the brand's continuing development in this area.
Freeride snowboard
Aviator 2.0
The Aviator 2.0 is a Jones snowboard model associated with freeride performance. It gained additional visibility when team rider Victor De Le Rue used it during his 2021 Freeride World Tour victory.
Powder and freeride snowboard · 2023
Hovercraft 2.0
The Hovercraft 2.0 is a Jones model included in the 2023/24 range. The company highlighted its use of Recycle Tech construction, making it a visible example of the brand's effort to increase recycled-material content in product construction.
Splitboard · 2023
Butterfly Splitboard
Introduced for the 2023/24 winter season, the Butterfly Splitboard was designed around efficient transitions between uphill touring and downhill riding. Its stated objective is to improve performance in both parts of a backcountry journey.
Snowboard series · 2022
Surf Series
The Surf Series emerged from Jones's 2022 collaboration with surfboard shaper Chris Christenson. The series applies ideas associated with fast-gliding surfboard shapes to snowboarding, reinforcing the design relationship between surfing and powder riding.
Snowboarding accessories and apparel
Bindings, clothing, and accessories
In addition to boards, Jones manufactures or markets bindings, snowboarding clothing, and accessories. These products extend the brand's technical and backcountry-oriented identity beyond the snowboard itself.
Marketing campaigns
- 1% of sales sustainability commitment
International
Jones promotes a commitment to donate 1% of sales to sustainability-focused nonprofit organizations.
Outcome. The commitment supports the brand's climate and environmental positioning; a complete recipient history is not identified in the supplied material.
- 5 Red Flags avalanche-safety messaging
International
Jones promotes avalanche awareness through its “5 Red Flags” safety message, incorporating the material into artwork on selected boards and packaging.
Outcome. The initiative extends the brand's role into backcountry education and risk awareness.
Brand decisions
2023
Launch of the Butterfly SplitboardProduct launchBackground
Jones continued developing equipment for human-powered backcountry travel and sought to address both ascent and descent requirements.
Action taken
The company introduced the Butterfly Splitboard for the 2023/24 winter season.
Aftermath
The model became part of the brand's expanded splitboard and backcountry offering.
2023
Recycle Tech construction in Hovercraft 2.0Generation changeBackground
Jones's 2023/24 range placed greater emphasis on recycled materials and lower-impact product construction.
Action taken
The company highlighted Recycle Tech as a new construction technology used in the Hovercraft 2.0.
Aftermath
The product reinforced the connection between Jones's model updates and its environmental strategy.
2022
Development of the Surf Series with Chris ChristensonProduct launchBackground
Jones identified a technical and design relationship between surfing and snowboarding, particularly in the shaping of fast-gliding boards.
Action taken
The company worked with surfboard shaper Chris Christenson on a new Surf Series.
Aftermath
The collaboration broadened Jones's design story while remaining focused on powder and freeride performance.
2020
Shift to solar-powered snowboard productionStrategyBackground
Jones linked its manufacturing strategy to climate concerns affecting snow sports and its stated environmental mission.
Action taken
The company stated that its snowboards and splitboards would be manufactured using 100% solar power from 2020.
Aftermath
Jones announced an 89% reduction in production-related carbon dioxide emissions.
Sources2 sources
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