COCKEREL is a pan-snowboarding brand from China. It was founded by two extreme sports enthusiasts in Beijing, the capital of China, in 2017. Before COCKEREL they have established EXDO and EMDIST, both of which are well known companies in snow industry. Snowboarding is such a complex for them. After more than ten years in the industry, they realized what they like and keen on is challenge the limit, just like the essence of extreme sports, and get the public recognition. They want to share the Chinese culture with snowboarding fans around the world. The constant challenges paved and illuminated their way leading the passion to a career. And now they feel that they are ready and the time is right, here comes the “COCKEREL”.
Why named COCKEREL?
Rooster is a pictogram of China's territory, and China is one of the first countries to raise chickens. Its history has exceeded the 5,000 years of Chinese civilization. Snowboarding is still very young in China. It is like a cockerel that has just hatched. The wings are not yet hard, but there is a heart that wants to fly. Maybe you will think that cockerels can't fly even when they grow up! But what you don't know is, in eastern culture, the rooster is the symbol of sunrise and brightness. Also, the legendary of phoenix comes from chicken. I might be a chicken that can never fly, but also I might be phoenix that has just hatched! Like an ugly duckling, it is the white swan that has not grown up. The impermanence of the world is the true meaning of "never too old."!
Today, COCKEREL flies over the mountains, cross the oceans to Denver Snow Show, the biggest event of snow industry. It carries the dream of the founding team, it is the symbol of perseverance. It will fly high!
