Community is the core of a brand | FACTION

2026/06/05

FACTION is a ski brand that was born in Verbier, Switzerland in 2006. Established with the aim of contributing to the core skiing community, the brand has grown over the past 20 years and is now widely known worldwide. But what kind of journey and operation has FACTION had in Japan? To find out, we visited Myoko-Shinano-machi, where the brand is based

INDEX

A "field-oriented" base rooted at the foot of Mount Myoko

The crew gathered at FACTION Japan's base in Shinano-machi. This location also houses the professional ski and snowboard shop "Lollipop". From right to left: Rider and marketing manager Kusunoki Reiji, Lollipop staff member Itaba Hirohiro, representative Takai Nobuyuki, young guns Kobayashi Shin & Seki Haruto, on-site coordinator Takano Daisuke, BC guide Fukaya Sho, and Arai Snow Resort patrol member Maruyama Kei

The FACTION crew gathered at Myoko Suginohara Ski Resort under a cloudless, sunny sky. Although their ages and styles vary, once they step onto the snow, they inspire each other, and the session naturally becomes lively

FACTION Japan has its head office and ski/snowboard shop along National Route 8 in Shinano-machi, Nagano Prefecture. It's ideally located for skiers, with Myoko Suginohara Ski Resort just a 15-minute drive away and the Shinano-machi Interchange on the Joshinetsu Expressway only 5 minutes away

The domestic expansion of the brand is handled by Nobuyuki Takai and his team. Takai, who originally worked as a rider for FACTION, has been involved with the brand for a total of 18 years. 2026 will mark the 10th year since he became the representative and the current management structure was established

At the heart of their activities is the goal of bringing the brand's concept of a "field-oriented community" to life in Japan as well

The choice of Shinano-machi, located very close to the mountains, perfectly reflects the brand's direction. Initially, there were plans to establish a base in urban areas such as Tokyo. However, Takai told headquarters, "If the headquarters is at the foot of Verbier, then Japan should also have an office near the mountains."

Takai was enrolled at the Japan Snowboard & Skateboard School (JWSC) in Myoko City. Because he was so familiar with the area, it was a natural progression to base the brand's operations there. Ultimately, the head office staff visited the site in person, saw the location, and were convinced, leading to the decision to establish Myoko as the base of operations

"Myoko, Kurohime, Iizuna, Madarao, and even Nozawa Onsen are all within about a 40-minute drive. The best thing about it is that there are lots of mountains in the surrounding area."

The energy generated precisely because it's near the mountains

Representative Nobuyuki Takai leaps freestyle over the wooden platform where slashes are being made

Every terrain on the ski resort is their playground. Even on mogul slopes, they don't just ski down; they add action and fun to the experience—that's their style

From left to right, Takano, Seki, and Kobayashi simultaneously tackle the straight, downhill, and S-shaped rails

Establishing a base near snow-covered mountains makes sense for a brand created by skiers, for skiers. It allows for direct interaction with local skiers, patrols, resort staff, and passionate core skiers. Building close relationships with the local community is a major strength for a field-oriented brand

The Myoko area has traditionally had a strong snowboarding scene, but a new wind has begun to blow in over the past decade. A FACTION test center has been built at the base of Myoko Suginohara Ski Resort, and young skiers are now a common sight in the park. Local snowboarders have commented that "there are more cool skiers now." This is evidence that the environment where people can see adults riding stylishly on the mountain up close, not just through commercial activities such as schools, is inspiring the next generation

Above all, what FACTION values most is skiing as a "community," not just about technique or winning or losing. Takai, who enjoyed a session with close friends after a long time, said, "It's definitely most fun to ski with everyone. We're all different ages and styles, but we get together and ski. That's the best."

The culture of this session is nothing less than the embodiment of the brand name "Faction" (meaning "friends" or "teammates"). In the video works that FACTION releases every year, instead of one professional rider showcasing outstanding skill or style, they continue to emphasize and convey the joy of skiing as a team of friends skiing together

The riders with whom he has had a relationship for over 10 years are the ones who share and support the brand's philosophy on the ground. In particular, Takai has deep trust in the riding, sense, and discerning eye of Daisuke Takano, with whom he has known for more than half his life

"I think that if he thinks something is cool, then it's definitely cool."

He states this with conviction. As a key person, Daisuke Takano spends his days scouting for promising riders across the country and selecting riders to support

Small voices become a big wave: Improvements originating in Japan

As the brand gains traction domestically, it's essential to incorporate feedback from Japanese skiers into its products. A prime example of improvements made based on user feedback is the ski sole

The technique called "die-cutting" involves embedding different materials. Takai continued to convey to his home country the delicate sensibilities of the Japanese people, who dislike even the slightest unevenness or sound caused by this process

"I explained that Japanese people dislike the clicking and catching sound that occurs when scraping, and they finally managed to achieve a flat finish."　

They say that the adoption of the gradient sole color, which stands out on snow, also originated from a suggestion from Japan. These kinds of small improvements connect and enhance the overall quality of the product

Furthermore, one of the important tasks is to persistently discuss and negotiate with the headquarters regarding the price of the gear, which is a matter of concern for users

Towards a culture where people can enjoy skiing for a long time and be truly satisfied

"FACTION skis are durable. You can definitely use them for five years. That's why we want you to enjoy the time you spend deciding which skis to get. Once you've chosen a pair you're happy with, you'll feel attached to them and continue using them for a long time."

As Takai explains, FACTION's goal is not simply to increase sales. It's to convey the quality of their gear and the joy of skiing from Myoko, and to lay the foundation for the next generation to continue skiing. This activity, which has been built up over 10 years, is certainly creating a sense of "Faction" (community) within Japanese ski culture

FACTION JAPAN Riders

Faction Japan covers a wide range of people, from globally active skiers to local heroes who support their communities, and even mountain guides. According to representative Nobuyuki Takai, "I think this is the strongest group of people we can imagine in Japan right now."

Photo by Kazuma Takeshita.
Special Thanks by Myoko Suginohara.

Information

FACTION

Official website:https://jp.factionskis.com/
Official social media:Instagram|Facebook|YouTube