With the birth of the U.S. Freeskiing brand, the USSA sought an opportunity to promote the brand through the well-established fan base of the freeskiing athletes. Tom Wallisch, the sport’s top slopestyle skiing athlete at the time, agreed to produce a video endemic to his style while giving exclusive rights to the USSA to release on their social media channels (USSA Network). Tom then promoted the video to his fan base, creating the most-viewed video on the USSA Network for over a year.
The video not only promoted Tom Wallisch but the Center of Excellence, U.S. Freeskiing’s “home base” in Park City, Utah, boosting it’s reputation and awareness with the freeskiing community. Utilizing a top athlete through an authentic approach created instant value for the new brand.