Sports Industries America and the U.S. Ski Team recognized Rossignol as the recipient of the first annual Doc DesRoches Award at the annual meeting conducted during the 2004 SIA SnowSports Show. The new award will recognize an SIA member and U.S. Ski Team official supplier for its integration of Team athletes into its marketing campaigns. The award is named in honor of the late DesRoches, a pioneer in the formation of SIA and instrumental in the development of the Ski Team's early national fundraising efforts.

According to SIA President David Ingemie, Rossignol was recognized for the depth and diversity of its marketing campaign surrounding U.S. Ski Team global superstar Bode Miller. “The U.S. Ski Team is a well-known brand, but we need help from our partners to help tell our story,” said U.S. Ski Team President and CEO Bill Marolt. “We have great support from our industry partners in integrating our athletes into marketing campaigns. While this award could really go to any of our suppliers, the work Rossignol has done to help develop a national and global image of Bode Miller has been extraordinary.”

“We're excited about this new award as a way to honor the tremendous contributions of Doc DesRoches to our organization of SIA, but also to recognize the support our members provide in helping to market our great U.S. Ski Team athletes,” said Ingemie. “Doc was always a tremendous supporter of the Team and he would be honored to be a part of this award.”

In selecting the award winner, SIA and the U.S. Ski Team looked at a number of criteria including integration of U.S. Ski Team athletes and overall brand into campaigns, as well as diversity of media offering opportunities to expose the Ski Team and its athletes to new markets. Rossignol's extensive domestic campaign included:

  • Global Print Campaign – Integration of U.S. Ski Team athletes Bode Miller, Julia Mancuso and Sarah Schleper into global print campaign, including significant image-building campaign around Miller and over 15 different individual advertisements.
  • Film/Video – Integration of Bode Miller into sponsored segments in Warren Miller film; distribution of Bode Miller video/DVD to 2,000+ retailers.
  • Television – Production of two 30-second television spots featuring Bode Miller, used by local retailers and also run in U.S. Ski Team television broadcasts.
  • Race Centers – U.S. Ski Team poster and imagery display in over 50 Rossignol Race Centers.
  • Web/Email Marketing – Integration of U.S. Ski Team athletic results in web site news and email marketing distribution.
  • Athlete Appearances – Appearances by key U.S. Ski Team athletes at retail locations.

“On behalf of Rossignol, our employees and our athletes, we are extremely honored to receive this award,” stated Rossignol USA President Hugh Harley. “Ski racing has been the essence and heritage of our brand for over 50 years. This award brings two legends together– Rossignol and DesRoches. How fitting.”

DesRoches, who died last June, served from 1963-1981 as executive vice president and CEO of the then-Ski Industries America. He played an integral role in shaping the association as the industry knows.

He was also named national chairman of the U.S. Ski Team Fund Committee in 1963, and chairman of the Olympic Ski Games Committee. In 1967 he co-founded the New York Ski Ball, which now raises over $1-million annually for the Team. He later sat on the U.S. Ski Association board and served in TV and press officer capacities at several Olympics. He has been awarded USSA's highest honor, the Julius Blegen Award, the Gold Quill Award of the U.S. Ski Writers Association (now North American Snowsport Journalists Association), and is an honored member of the National Ski Hall of Fame.