Crested Butte, CO – For the past 22 years, big mountain skier Seth Morrison’s name has appeared on signature pro model skis manufactured by the brand K2. That, however, is apparently no more.

Morrison, now 42 years old and based in Crested Butte, on Wednesday sent out a cryptic tweet: “I am looking to buy some powder skis for the upcoming season, what’s your favorite 115-122 under foot? #winteriscoming”.

Sure enough, Morrison’s name has disappeared from K2’s website listing of sponsored athletes, and K2 disappeared from Morrison’s website.

The move to dismiss Morrison may represent a new corporate and fiscal reality for ski maker K2. K2’s parent company, Jarden Corporation, was sold in April to Newell Rubbermaid in a huge $15 billion deal that also includes such notable outdoor brands as Coleman and Marmot, along with ski brands Marker and Völkl, and consumer names including Mr. Coffee, Oster and Sunbeam. Shortly thereafter, Newell Rubbermaid renamed itself Newell Brands and the company’s CEO indicated that Newell intended to sell off the lesser-performing brands acquired in the deal by the end of this year.