When SYNC Performance began selling high-tech skiwear for alpine racers three years ago, the East Vail-based company had no plans to segue into the broader snowsports market. “We’re not trying to be a generalist outerwear company, or be everything to everyone,” says CEO Phil Shettig, whose résumé includes stints at Nike and Black Diamond. “We have a maniacal focus on owning the race hill.” The market isn’t huge, but with some of the traditional outerwear brands having shifted their emphasis away from ski racing recently—including Spyder, another of Shettig’s past employers—SYNC has filled the void. Its products range from padded race suits to shinguards to a first-of-its-kind stretch puffy jacket (pictured) designed for a U.S. Ski Team racer. The results so far justify the focus: Shettig says SYNC has grown by more than 300 percent in each of its first two years.