U.S. helmet specialist Giro, owned by Vista Outdoor, has hired Josh Reid as its new snow brand manager. Reid has a 25+ year career in the snowsports industry. He started as a prototype tester at Burton Snowboards, eventually having a hand in everything from leading Burton’s hardgoods testing department for boards, boots and bindings to contributing to public relations efforts, developing the catalog and drafting product texts. In 2001, Reid co-founded Rome Snowboards with Paul Maravetz. While at Rome, he played an instrumental role in the company’s global creative and branding efforts while also solidifying Rome’s presence in the U.S. and Europe. Reid left the company in 2018 and then worked as a business and brand development consultant. At Giro, he will oversee all aspects of snowsports marketing communications, advertising and public relations from Giro’s Park City, Utah, office while also boosting the brand’s global brand image by overseeing creative production content, generating marketing collateral and liaising with international distributors. Rob Wesson, VP and GM of Giro, said: “Josh shares our passion for all things snow and, most importantly, knows how to establish and deepen the relationships we have with our customers, retailers and distributors worldwide.” While the company’s head offices are located in Santa Cruz, California, the brand said it wants Reid to expand its cultural relevance by establishing the Utah office as an event space and Giro Snow’s mountain headquarters.