G3 Returns: Canadian Sports Company Revives Shuttered Ski Brand

Following a court-ordered restructure in August 2024, the Canadian backcountry ski brand Genuine Gear Guide (G3) faced a tumultuous future. On Aug. 9, the Supreme Court of British Columbia ordered a Canadian accounting firm, Deloitte, to take over G3’s assets and make a plan to liquidate them. However, a recently announced acquisition might have saved the legacy ski brand.

Canadawide Sports, a national employee-owned outdoor gear and equipment distributor, announced on Nov. 19 that it had acquired the Vancover-based G3. According to the press release, Canadawide Sports plans to revitalize G3, returning it to its backcountry roots and refocusing the brand on service and quality.

“We are proud to champion the G3 brand and look forward to building upon its legacy by delivering innovative, high-quality products that backcountry enthusiasts trust and rely on,” Shawn Fuller, president of Canadawide Sports, said in the release.

The release states that customers can expect G3 products to be available for shipping in time for ski season this year.

Canadawide Sports Saves G3: ‘Revitalizing Operations’

G3 has been making ski gear since 1995 and has a reputation as one of Canada’s premier backcountry brands. GearJunkie has tested numerous products from its backcountry line, including the Boundary 100 ski and Scala climbing skins.

However, G3 was not adequately paying back debts owed to the Royal Bank of Canada. That resulted in the August court-ordered debt restructuring process. G3’s entire gear inventory went on supersale as Deloitte began liquidating the brand to maximize the value of its remaining assets. Eventually, a banner appeared at the top of G3’s website stating, “We are temporarily not taking new orders.”

Now, that ominous banner has been replaced with a new, hopeful one. The top of the G3 website now reads, “G3 is back online and ready for another lap!”

It’s unclear when new products from G3 will go into production and become available for sale. However, as of now, the remaining G3 inventory is available for purchase on the brand’s website. GearJunkie has contacted G3 for comment on the acquisition but has yet to hear back.

Canadawide Sports is an employee-owned distributor of outdoor products across Canada. Its focus on sustainability, innovation, and community engagement has made it one of the nation’s leading outdoor retailers. Now, G3 is under its umbrella.

“Bringing G3 into the Canadawide Sports portfolio is a natural alignment of our values and our passion for supporting outdoor pursuits,” Fuller said.