Olympic medalist competes for market share.

• Author: THOMAS, IRENE MIDDLEMAN
• Position: NELSON CARMICHAEL - Brief Article

NELSON CARMICHAEL MADE HIS name as a skier. Now he's making ski wear with his name on it.

Carmichael, of Steamboat Springs, made the U.S. Ski Team at 17. He went on to win an Olympic bronze medal and two World Cup Grand Prix Mogul Championships. Now clothes designed by Carmichael do the winning for him.

His winter-sports line, Ten-80, almost tripled in sales in its second year.

Hailed by SKIING Magazine's Best of 2001 issue as the "sweetest looking skiwear," Ten-80's line of outerwear is designed solely by Carmichael, who never studied art or design beyond high school.

"Some skiers move into coaching, management or directing ski camps. Some may dabble in clothing or gear lines, or lend their names to certain items. But Nelson is the only one designing and marketing a complete line of outer wear," said Aimee Kauker, promotions director at the Skiing Co., publishers of three ski and winter sports magazines. "He deserves some kudos for his business and marketing savvy. It's hard for anyone to get a foot in the apparel industry. Nelson has found his niche."

Interestingly, Carmichael doesn't feel a need to capitalize on his celebrity to sell his line. When interviewed recently at the 2001 Rocky Mountain Winter Market, potential buyers approaching his booth sometimes recognized him, sometimes not. Carmichael says that's typical.

"I use my image to a certain extent," he explains. His photos are used extensively in Ten-80's catalog and sales materials. "A fair number of buyers know me, probably about half. But I'm casual about it. I don't want to exploit my image, partially...