Draftfcb Helping to Brand U.S. Freeskiing From Scratch

Draftfcb New York recently got an interesting assignment from the United States Ski and Snowboard Association—to help build the brand identity for U.S. Freeskiing ahead of the first-ever freeskiing Olympic events, set to take place at the 2014 Winter Games in Sochi, Russia. Check out the new logo above. "Clearly, it's patriotic in nature," USSA CMO Andrew Judelson tells Adweek. "It provides flow. In the U, you actually see the U of a halfpipe. At the end of 'skiing,' you see an inversed N, which is a play off a trick in freeskiing. You have a lot of flow and movement, which I think ties back into the freedom with which these athletes do what they do." Freeskiing is clearly on the rise. Men's and women's halfpipe was recently added to the 2014 Olympic lineup of events, and Judelson says it's a sport that everyday people can relate to. "It's probably the closest to recreational participation, the most scalable area of skiing in relation to the number of participants, and it's all about freedom of expression," he says. Draftfcb's job, he adds, is "a great opportunity to draft off the existing brands, the U.S. Ski Team and U.S. Snowboarding, but also to establish [freeskiing's] own brand identity." The North Face will be official supplier of U.S. Freeskiing Olympic outerwear under an eight-year deal struck in January.