Icebreaker announced an official partnership with North America’s number one ski resort, Whistler Blackcomb. Vancouver serves as the North American headquarters of New Zealand-based Icebreaker, and the partnership with Whistler Blackcomb names Icebreaker as an Official Sponsor of the resort and exclusive provider for merino wool, base layers and ski socks.
The partnership brings together two forces in the outdoors industry with the mission to inspire adventure and enjoyment in the outdoors year-round.
“We are proud to be partnering with the largest ski resort in North America” said Justin Walford, GM of North America. “As the original natural base layer brand, Icebreaker exists to provide unparalleled performance, comfort, and luxury to our customers. There is no better place than Whistler Blackcomb to experience this.”
Both companies share mutual goals showcased in Icebreaker’s upcoming Transparency Report release, a much anticipated deep-dive into the brand’s full supply chain and commitment to sustainability, full transparency and authenticity, which aligns perfectly with Whistler Blackcomb’s Epic Promise, Zero Footprint a company wide pledge of zero-net emissions by 2030.
The official partnership involves outfitting Whistler Blackcomb customer facing employees in the Guest Services, Snow School Sales and Summer Patrol in Icebreaker apparel. As well, there are various on-mountain advertisements and twenty-five digital screens showcasing Icebreaker content around the resort.
To amplify the partnership for the 2018 winter season, Icebreaker is launching a social campaign to win Whistler Blackcomb lift passes. The campaign will run from January 5-19th, 2018 and will also be facilitated by Daily Hive Vancouver to reach new consumers and encourage everyone to hit the slopes. As a part of the campaign, Icebreaker is collaborating with Nat Segal, an Australian native and Whistler skier, to share her mountain experiences and her thirst for powder snow. Segal’s tell-all ski story will be shared on Icebreaker’s social channels and published to the Southern Chronicles. Additionally, in celebration of International Women’s Ski and Snowboard Day on January 20th, Icebreaker has partnered with the Segal sisters to launch their ski documentary, Finding the Line, at their world premiere in Whistler.
“The communication strategy focuses on celebrating the partnership via quality content storytelling amplifying the Made Different Icebreaker philosophy and encourages consumer participation” says Trudie Abel, head of marketing.
“The connection between Icebreaker and Whistler Blackcomb is a long-standing one,” said Karla Grenon, director of marketing. “We are pleased with the our new partnership and happy to provide Icebreaker merino wool performance wear to our guests and employees.”
