Union Binding Company is proud to announce the addition of The Art Of Flight mastermind and 2012 Snowboarder Magazine Rider of the Year, Travis Rice, to the Union Binding team.

One of the most pivotal riders in existence, T. Rice is known for executing impossible tricks in impossible situations and generally just thinking big — both on and off the board. In the past decade, he has diligently brought real freestyle to serious backcountry lines. Rice has driven large-scale concept films like That’s It, That’s All, The Art Of Flight and Supernatural — exposing his own talent and snowboarding as a whole on a bigger stage than ever before. Travis brings envelope-pushing talent and career-defining ingenuity to the Union Binding Family.

Says Rice about the deal, “It’s amazing what Union has been able to achieve in the past eight years. More than just making the best bindings on the market, they have created a successful business with family values. I’m very proud and honored to join the incredible Union team.”