Nordica

With the pandemic leading to a boom in new skiers searching for their first pair of sticks, Nordica wanted to reposition itself to welcome new skiers without losing it’s core fans. I was tapped to create a social strategy playbook to activate the updated brand across channels.

- Competitive research
- Social strategy
- Content mockups

Agency: Nemo Design

Snowflakes are unique, but ski content usually isn’t. The category is built on the same tropes—hero shots, blowwwwer pow, terrain that would make most of us wet our long johns. It gets views, but it’s a sliver of the story.

We took a more balanced approach to content, celebrating the complete reality of skiing: alongside the athlete roster and product legacy that give the brand equity, we shared the awkward, joyful, universal moments every skier experiences.

The result? A content strategy that invites more people into the sport without losing the edge longtime skiers respect.