UPDATE: In a press statement issued by SIA, Burton was named as a returning exhibitor at SIA Snow Show 2017. Since the date of publication, Burton’s GM of Americas Elysa Walk issued a statement saying they are not exhibiting at the SIA tradeshow this year, and are looking to grow in the alternative outdoor lifestyle space by leveraging regional shows like NSAA. “At the same time, Burton is a full member of SIA and supportive of all its initiatives,” Walk said in the statement. “We are very active with the statistics group and have regular communication with the SIA leadership group in support of the health of the industry." SIA has clarified that Burton will not be showing in a traditional booth capacity at the show. 

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SIA has announced 90 brand-new and returning exhibitors will be showing off their product at this year’s tradeshow. See below for more details.

PARK CITY, UT (January 11, 2017) – SnowSports Industries America (SIA) will host the 2017 SIA Snow Show from January 26th to January 29th in Denver, Colorado, where over 500 exhibitors and 18,000 visitors are expected to gather to showcase and discuss the industry's newest trends and most popular offerings. This year, more than 90 new exhibitors will make their inaugural appearance or reenter the largest snow sport trade show in the world.

"The SIA Snow Show provides an incredible outlook on the newest and most innovative aspects of the industry," says SIA President Nick Sargent. "We continually place a great emphasis on attracting new and returning exhibitors that have an influence on the many expanding segments of the snow sports industry and contribute to the diverse layers of brands represented at the Snow Show. We are very excited to welcome them to the epicenter of the winter business."

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New and returning brands to the 2017 exhibitor list include: adidas Snowboarding, Spyder, Goldwin, Wolfgang Man & Beast, Jack Wolfskin, Outdoor Research, J Lindberg, Powder Jet Snowboards, Dang Shades, Alps & Meters, Sure Foot Corporation, H20 Heli Guides, Oskar Blues Brewery and more. Check out the full list of 92 new exhibitors on the SIA Snow Show website.

As the most prominent gathering of the snow sports community worldwide, the SIA Snow Show assembles over 1,000 brands in alpine, snowboard, cross country, AT/backcountry, snowshoe, outdoor, and apparel. The SIA Snow Show delivers the most in-depth view of the latest trends, innovations and product lines.

The 2017 Snow Show is scheduled for Jan. 26-29, 2017, with Industry + Intelligence Day taking place on Jan. 25, at the Colorado Convention Center in Denver, Colorado. Following the Snow Show will be the On-Snow Demo/Ski-Ride Fest hosted by Colorado's Copper Mountain Resort from Jan. 30-31, 2017.

For more information on events, hotels/travel and brands exhibiting at the SIA Snow Show, visit SIASnowShow.com, follow along on Twitter, Facebook and Instagram, or download the free SIA Snow Show app.