Winter Jam

Snowboard WC & King of Style - Event & marketing
Industry: Winter sport

About the case

The business model of the Swedish Ski Federation, SSF, is to win medals at major championships. To do so requires a new recruitment to the ski sports. For a period in the mid-2000s, the support of a previously well-functioning snowboard racing business disappeared when the free ski generation took off, due to the revolutionary arrival of twin tip skiing.

The SSF came with a blank slate and a desire to create a format that would make it hot to compete again.

Like so many times in these smaller subcultures, budgets were tight, so we made the decision to try to conceptualise these sports in a new, prominent way, and sell it to the market.

The result was “Winter Jam”, a format that included the FIS Snowboard World Cup and for the first time in history mixed the two sports, skiing and snowboarding. Under the Winter Jam umbrella, we also built the world’s premier invitational competition for skiers, King of Style. To create a unique setting, we rented the Stockholm Stadium. Then we filled it with 50 exhibitors, a big stage with Sweden’s top bands, a world-class motocross show, a racetrack for the kids, and many try-on activities.

The project was a success and we had live coverage in 45 countries, post coverage in over 100 countries, 100 journalists on site, 700 VIP guests, 22,000 visitors, 150 athletes and coaches from all over the world.

Stadium presented Winter Jam, Peak Performance King of Style, Nokia Big Air, Stockholm Stadium was host-city and in their day they have never had such a big media turnout since the 1912 Olympics.

One of the parts of the project that we are most proud of is the words of the City of Stockholm and the Police after the event, “Louder Family, with their unique insight and meticulous precision, has executed an event in a K-marked arena without damaging a single pin and that the entire event was carried out without the slightest mess or filling that many other sports have in their tails.”

The long-term outcome of the project is clear; when SSF had difficulty recruiting riders to its operating model, we built a media platform for the riders to stand on, and compete in the eyes of the media and their followers. The riders loved it and came back every year we ran the project. Today, SSF has several strong competitors led by Sven Thorgren and Henrik Harlaut, among others.

Result

The new visual identity and how Louder Family has implemented it has completely exploded the brand in the market. Already two months after launch, Louder Family had made sure that Polyver Sweden had broken sales records.

We have helped Polyver Sweden to take the position it wants in the market. We have reached out with the brand on Instagram and Facebook, and also driven traffic to Polyver Sweden’s new website.