Nordica was born in Montebelluna, Italy in 1938 and is currently the second largest snowshoe industry in the world. The athletes it sponsors achieve outstanding results in major world competitions every year, making Nordica one of the leading companies in the ski equipment industry. These athletes have made an important contribution to the development and improvement of Nordica's ski equipment and boots. In the new round of marketing strategy, Nordica will focus on the global snowboard and snowshoe market. Nordica has introduced a number of new technologies, such as cross-balancing system bindings, which have significantly increased the market share of skis and boots. Nordica's strength lies in the mass skis and snowshoes, which are average for competitive skis and affordable for money.