PARK CITY, UTAH (September 10, 2015)—When the October issue of Esquire hits the stands this month, American Downhiller Steven Nyman will grace cover 3 (inside back cover) in a Spyder ad featuring new lifestyle apparel available fall 2015.
The strategy behind the media buy stems from Spyder’s desire for growth beyond the mountain. “Spyder is known for its skiing apparel, but in order for us to continue our growth we must look at opportunities that are natural extensions for the brand,” said Brady Collings, Global Marketing, Spyder Active Sports. “We currently provide the alpine skier everything they need for winter. We will always deliver to our consumer technical, innovative products that last, but what happens when the snow melts? Where does our consumer go?” With this mentality, Collings and his team are now offering year-round apparel with the same innovation and performance characteristics that supports their consumer in all aspects of life.
Spyder will remain pure in the delivery of their message and core values. In doing so, they’ve enlisted an impressive line-up of ambassadors including U.S. Ski Team athletes Julia Mancuso, Jared Goldberg and Steven Nyman. “Our connection to the U.S. Ski Team and elite athletes such as Steven Nyman reinforces our heritage, while showing we now go beyond the mountain,” noted Collings. “We have also discovered through independent studies that Steven resonates with the Esquire reader. Besides being one of the best skiers in the world, Steven is also a very authentic and genuine individual. We couldn’t ask for a better global ambassador and are very fortunate to have him as an athlete."
This is not the first time Nyman’s face has graced the pages of Esquire. “It’s great to be featured in Spyder ads in Esquire,” commented Nyman. “It’s fun to receive texts from friends who see the ads. Spyder is trying to expand outside of the ski market with new four-season lines, and to be a face of those lines is an honor and privilege for me.”
Spyder continues its partnership with Nyman, who had the best season of his career in 2015, finishing the season as the number one ranked American Downhiller and ranked sixth in downhill in the world. On top of that, Nyman snagged the Val Gardena hat trick with his third career win at Val Gardena, and an impressive fourth place at the Vail/Beaver Creek World Championships.