After a three-year hiatus, the revered Red Bull Cold Rush was back on the schedule and seized the ski-world's attention for six days of big mountain action in Revelstoke, BC. The North Face Canada wanted to support their athletes, harness the excitement of fans and build brand within the freeski community.
As the most progressive event in freestyle skiing, Cold Rush was a unique opportunity for The North Face to champion its athletes and gain some valuable brand recognition in the freeski community. And, with a “People’s Choice Award” voted on by fans on social media, content creation was key for both The North Face and their team.
Of the 21 competitors, The North Face’s three athletes were emerging as icons of big mountain skiing. We developed a strategy that harnessed the energy of their skiing and their personalities with exciting content featuring lines, moments of glory, interactions, and overall performance on the mountain.
We curated athlete content to align with what The North Face’s social audience wanted to see: with a unique strategy on each social channel that leveraged the functionality of the medium and kept people in the loop.