The technical winter apparel market faced a pivotal challenge: how to evolve beyond traditional audiences while maintaining premium brand positioning. For Spyder, official apparel supplier to the U.S. Ski Team for over three decades, the 2022 Winter Olympics presented not just an opportunity to showcase their heritage, but to pioneer new pathways to market growth.
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We recognized that reaching new audiences required more than just fresh messaging, it demanded a fundamentally different approach to content creation and distribution.
Market analysis revealed that while Spyder's high-end positioning resonated strongly with established customers, it created barriers for younger consumers. The solution wasn't to change the brand's premium status, but to translate it differently across channels. Traditional retail displays and Olympic coverage would maintain the brand's elevated aesthetic, while social and digital channels could experiment with more accessible, dynamic content formats.
The strategy centered on creating distinct but interconnected experiences across all touchpoints.
Rather than developing a single creative direction, we embellished channel-specific approaches that shared core DNA while speaking authentically to different audiences. For retail environments, we produced premium imagery featuring Olympic athletes that emphasized Spyder's technical excellence and heritage. Simultaneously, we developed street-level content in urban settings that could move fluidly across social and digital platforms, meeting younger audiences in their native environments.
The collective model enabled us to execute seamlessly across multiple production environments.
By engaging specialized crews in both Denver and Park City, we maintained consistent creative vision while adapting to the unique demands of each location. Urban shoots in Denver captured the dynamic energy needed for digital channels, while Park City productions leveraged the mountain environment for premium retail assets. Our ability to coordinate distinct teams while ensuring deliverable consistency demonstrated the flexibility and efficiency of our approach.
The campaign's impact reached far beyond the Olympics.
What began as an Olympic marketing initiative evolved into a blueprint for Spyder's digital transformation. The success of our channel-specific approach demonstrated the power of data-driven decision making, leading to broader changes in how Spyder approached market expansion. The project marked a turning point in the brand's evolution, establishing digital channels and analytics as key strategic resources for future growth.
This comprehensive approach demonstrates how strategic thinking paired with adaptable execution can transform a heritage brand's market position. By recognizing that different audiences require different touchpoints—not just different messages—we helped Spyder build authentic connections with new markets while strengthening their premium positioning.
Spyder
Director of Marketing: Marcella Withers
Creative Director: Drew Clark
Athlete Manager: Drew Roberts
Production Company
The Public Works
Producer
Bryan Harris
Video Director
Ian Fohrman
Videographer
Marshall Miller
Editor
Taylor Widman
Photographer
Dag Larson
DIT
Cam Parsons
Photo Assistants
Tyler Kaschke
Andrew Hanson
Production Assistants
Paola Carbajal
Kegan Sovay
Styling
Kathy Eckenbrecht
Kimmi Ade
Katie Neff (Asst.)
Hair & Makeup
Madison Wade
Matthew Morris Salon
U.S. Ski Team
Steven Nyman
River Radamus
Jaelin Kauf
Alice Merryweather
Jared Goldberg
Models
Summer Koo
Rocco Lawson
Aleah Hyvonen
Jarred Radebaugh
Nathan Walker