USSA Taps Draftfcb New York to Help U.S. Freeskiing Reach New Heights

The U.S. Ski and Snowboard Association (USSA), the national governing body for Olympic skiing and snowboarding, has selected Draftfcb New York to generate unprecedented excitement for its new U.S. Freeskiing brand.

Breaking boundaries and traditional borders, Draftfcb New York bested a bevy of top design firms and sports marketing agencies to secure the business. Draftfcb plans to elevate the sport to new levels as it helps shape the future of freeskiing.

“It’s a once-in-a-lifetime opportunity,” said Draftfcb New York’s Chief Creative Officer Darren Moran. “To help promote a sport that’s still being defined, and one we personally love, gives us a very big reason to pray for more snow.”

The growth of freeskiing, including skiing halfpipe, slopestyle and skicross, has spawned a sophisticated annual schedule of competitive events. As the USSA gears up for the 2014 Olympic Winter Games in Sochi, Russia, where freeskiing events of halfpipe and slopestyle are expected to debut, Draftfcb has earned the honor of creating the new U.S. Freeskiing logo, as well as any TV, digital and experiential pieces promoting the team and the sport.

The USSA’s Chief Revenue and Marketing Officer, Andrew Judelson, praised the agency’s new creative leaders for having enthusiasm and dedication equivalent to its freeskiing athletes. “Freeskiing is a rapidly growing segment of our market with millions of participants worldwide,” said Judelson. “Draftfcb New York has a unique creative approach to developing an image for U.S. Freeskiing and positioning the new sport to allow us to cast a wider net to attract more fans and participants.”

The USSA announced the new freeskiing brand and athletic program in January. The International Olympic Committee is expected to announce its decision on Olympic inclusion of skiing halfpipe and slopestyle in April. Skicross debuted in the Olympics in 2010.

About Draftfcb
Draftfcb is the first integrated, global marketing communications agency to operate against a single P&L, with a network that spans 94 countries and employs more than 9,200 people. The agency is driven by The 6.5 Seconds That Matter, an operating system that recognizes the brief period of time marketers have to capture consumers’ attention and motivate them to act. With nearly 140 years of combined expertise, Draftfcb has roots in both consumer advertising and behavioral, data-driven direct marketing. It firmly believes there is no way to separate creativity from accountability, which it refers to as Return on Ideas. The agency is part of the Interpublic Group of Companies. The agency’s corporate leadership team includes Howard Draft, Executive Chairman; Laurence Boschetto, CEO and President; Jonathan Harries, Vice Chairman and Global Chief Creative Officer; and Neil Miller, Chief Financial Officer. For more information, visit www.draftfcb.com.

About the USSA
The US Ski and Snowboard Association (USSA) is the national governing body of Olympic skiing and snowboarding. Developed to facilitate participation in national and international competition, the Olympic sports organization provides structure for competitive skiing and snowboarding. From grassroots programs to governance of sport, management of rules, competitions and athletic rankings, the USSA oversees athletic pipelines for development in the sports. With a vision to make the USA the best in the world in Olympic skiing and snowboarding, the USSA provides leadership and direction for tens of thousands of young skiers and snowboarders who share an Olympic dream while maintaining a strong adherence to core values. The USSA, established in 1905, operates out of the national training and education facility, the Center of Excellence, in Park City, Utah. For more information, visit www.usskiteam.com and www.ussnowboarding.com.

Primary Contact:
Margo Christiansen
Communications Director
USSA
(435) 467-2022
[email protected]

Secondary Contact:
Jennifer Comiteau
Director of Content Creation
Draftfcb
(212) 885-3676
[email protected]