Founded in 2009 by rider York together with professional athletes from Russia,
Austria, Finland and the wider European scene, TERROR is a multi-brand sports group focused on
designing, manufacturing and distributing world-class snowsports and boardsports equipment.
Driven by professional rigor and a diverse brand portfolio, TERROR empowers
riders to chase their boldest lines and experience the purest expression of winter action sports.
2009
Brand Founded (Year)
20
+
Countries & Regions Served
30
+
Flagship Stores Worldwide
10
+
Manufacturing Bases Worldwide
Mission
Push beyond limits and pursue excellence
Achieve personal fulfilment
Vision
Become an internationally influential
action-sports brand group
Commitment
Consumer-led, aimed at the market’s cutting edge
Inspired by the pioneers who contribute
Values
We live by seven core values—self-fulfilment, customer focus, unity and progress, professional
efficiency, integrity and shared success, disciplined processes, and a passion for change—which
guide every step of the TERROR team.
2009
TERROR launches in Europe
Founded by riders from Russia, Austria, Germany, and China
Built as a rider-driven premium snowboard brand
Initial focus on export and European offline distribution
2016
China market expansion
Launch of LUCKYBOO, a complete youth snowsports brand
Introduced PRIME to support new riders entering the sport
2023
Global omnichannel acceleration
Online and offline revenue surpasses RMB 1 billion
Deepened category development while expanding distribution
Three core brands lead an all-category, all-channel portfolio
Present
Relentless focus on snowsports
Expanding multi-brand, multi-category, multi-channel coverage
Investing in design and R&D to drive innovation and culture
Supporting the momentum of getting more riders on snow worldwide
Brand Honors
- ▲ Awarded “Outstanding Showcase” at the 2022 World Winter Sports (Beijing) Expo
- ▲ Received JD.com’s “2023 Ski Champion Award”
- ▲ Honored with JD.com’s “2023 Flagship Outlet Award”
- ▲ Named “Most Loved Ice & Snow Product” at the 2023 Harbin Ice & Snow Expo
- ▲ Selected as a “Recommended Outdoor Product” at the 2023 Xiamen International Fashion Week / Hot Island Awards
- ▲ Recognized as an Honored Member of the 2022 Xicheng Group E-commerce Club
- ▲ Named Official Strategic Partner of the Hangzhou Skiing Association in 2023
Strategic Partners
