Pure Michigan Partners with Shaggy’s to Create Limited Edition, Michigan Made Ski

Release Date


Contact: 
Nick Nerbonne
517.230.2599
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Collaboration highlights Michigan as a top destination for winter recreation and celebrates the state’s legacy of innovation and manufacturing

A pair of skis is standing up in the snow next to a river.

LANSING, Mich – Jan. 8, 2025 – Michigan has a long and storied history of snow sports and winter recreation. Some of the earliest examples of organized skiing took place in Michigan’s Upper Peninsula in the late 1800s. The first chairlift in the Midwest carried skiers to the top of Boyne Mountain in 1948. The “Snurfer” – which inspired the first snowboards – was invented in Muskegon in 1965.

More innovations in ski lifts, snowmaking technology, and recreation equipment followed as skiing and winter sports grew in popularity across the country. Today, Michigan is home to the second-most ski areas of any state, drawing millions of visitors each winter to explore the state’s winter wonderland.

To complement its 2024-25 winter “Keep It Fresh” campaign, Pure Michigan is celebrating Michigan’s rich skiing heritage and wealth of snow sports opportunities by partnering with Shaggy’s Skis to create a Pure Michigan branded ski, now available for purchase on the Shaggy’s website at skishaggys.com.

“Snow sports and family ski vacations have been an integral part of Michigan’s winter traditions for generations,” said Kelly Wolgamott, Vice President of Pure Michigan, part of the Michigan Economic Development Corporation. “We are thrilled to partner with an innovative company like Shaggy’s to create this limited-edition Pure Michigan ski to celebrate winter recreation and inspire visitors and Michiganders alike to experience winter fun in Pure Michigan.”

Brothers Jeff and Jonathon Thompson started building skis in Michigan as a hobby in 2005, and in 2008 the Thompson family released the first line of Shaggy's skis to the public. The limited-edition Pure Michigan skis will be manufactured at the company’s factory in Boyne City, Michigan, where every pair of Shaggy’s skis is handcrafted. Learn more about the Shaggy’s story and the collaboration with Pure Michigan in this video.

“To me, Pure Michigan represents the beauty of our state, the tenacity of our people, and the pride of where we’re from,” said Jeff Thompson, co-founder of Shaggy’s. “We are proud to put the iconic Pure Michigan branding on our custom skis that we build right here in Michigan. The goal is to show our product, our state to the world. And now, when you look down at your skis, you’re going to be able to see that pride in Pure Michigan.”

The design for the limited-edition skis features iconic Michigan destinations like Tahquamenon Falls and Turnip Rock paired with Pure Michigan branding. The special-edition Pure Michigan design will be available across all 16 models of the Shaggy’s skis lineup.

“Embracing and enjoying the winter season exemplify the beauty and excitement of our four-season Pure Michigan lifestyle,” said Quentin L. Messer, Jr., CEO of the Michigan Economic Development Corporation. “This collaboration with Shaggy’s goes well beyond promoting the tremendous winter recreation we have here in Michigan - it connects the Pure Michigan brand with our Make It in Michigan economic development strategy by supporting a homegrown small business that delivers a product that helps all of us better enjoy visiting and living in our state’s two wonderful peninsulas. Another risk-taking entrepreneur delivering value to customers while creating opportunities. That’s a Pure Michigan story.”

A Pure Michigan Winter Giveaway

To celebrate the release of the special-edition Pure Michigan design, Shaggy’s is giving away a Pure Michigan Ski Package, including (1) pair of Shaggy’s Pure Michigan skis in the model and length of the winner’s choice, (4) lift tickets at Caberfae Peaks, a $100 gift card for Pure Michigan apparel from The Mitten State, and a $300 swag pack from Boyne Country Sports. Snow sports enthusiasts are encouraged to learn more and enter at skishaggys.com/PureMichigan through Friday, Jan. 31. The winner will be announced on Monday, Feb. 3.

For those interested in seeing the special-edition Pure Michigan skis in person, Shaggy’s will have the skis on display at Shaggy’s demo days at ski areas and resorts throughout Michigan this winter.

  • Saturday, Jan. 11 - Caberfae Peaks
  • Saturday, Jan. 25 - Shanty Creek Resorts
  • Saturday, Feb. 1 - Nub's Nob
  • Saturday, Feb. 8 - Marquette Mountain
  • Saturday, Feb. 15 - Crystal Mountain
  • Saturday, Feb. 22 - Mt Holly
  • Saturday, March 1 - Caberfae Peaks

Travelers are encouraged to visit michigan.org/winter for trip ideas, inspiration, and information for planning the perfect winter getaway. Stay up-to-date on snow conditions, winter activities, and seasonal events throughout the state by signing up for the Pure Michigan Snow Report eNewsletter here, and by following @PureMichigan across social media.

About Michigan Economic Development Corporation

The Michigan Economic Development Corporation is the state’s marketing arm and lead advocate for business and community development with the focus on growing Michigan’s economy.  For more information on the MEDC and our initiatives, visit www.MichiganBusiness.org. For Pure Michigan® tourism information, your trip begins at www.michigan.org. Follow along or join the conversation on: Facebook, Instagram, Pinterest, Threads, TikTok, Twitter and YouTube.