Located on Morioka's shopping street, Ishii Sports is a ski specialist shop with knowledgable staff and a wide range of ski gear and outdoor equipment.
Narrows is an independent ski and snowboard shop a short drive from the station. They have a good selection of international and local brands. For pow surfers, the shop has a range of Moss Snowsticks. Check this place for local Japanese apparel and accessories.
In Winter, Hub Rideshop has a range of snowboard gear for sale. Check out their indoor skate ramp.
For backcountry skiers & boarders, Lodge Clubman is a base for local guiding services. They also carry a range of skiing and backcountry gear and offer tuning services.
Along the highway to Shizukuishi, Swallow rental station has basic ski and snowboard gear and apparel for hire. Suitable for beginners if you would like to save some yen.
If you are heading to Geto, Hot Jaja is an awesome retailer of boutique powder boards. They also have rentals if you would like to test some out in Geto powder.