Land Rover North America today debuted its new brand and product advertising campaign, titled “Play Harder This Winter,” highlighting the British Premium SUV brand’s partnership with U.S. Ski & Snowboard. The campaign is led by a 30-second brand film, accompanied by 30 and 15-second product spots, all of which feature several U.S. Ski & Snowboard athletes showcasing how Land Rover vehicles are perfect for those who love to be outside in the winter.

The campaign debuts today with a brand commercial featuring Land Rover U.S. Alpine Ski Team member, and two-time Olympic gold medalist Mikaela Shiffrin. In the 30 second spot, Mikaela enjoys overcoming heavy winter snow with ease and determination in a Range Rover Sport to make it to the mountain daily. The brand spot will appear across a mix of channels and will run during National Football League (NFL) games on CBS and FOX.

The campaign also includes 30 and 15-second spots featuring freeskiers David Wise and Maggie Voisin, snowboarder Maddie Mastro, and Land Rover U.S. Alpine Ski Team members Bryce Bennett and Steven Nyman, alongside the Range Rover Sport, Land Rover Discovery, Discovery Sport and Range Rover Velar. Each spot showcases key Land Rover vehicle features helpful for winter play, including Terrain Response Control (Range Rover Sport), Intelligent Seat Fold (Land Rover Discovery), Activity Key (Discovery Sport), and heated and massaging seats (Range Rover Velar).

“As snow has started to fall and the competitive Ski and Snowboard season has started, Land Rover is calling for people to Play Harder this season with a campaign starring U.S. Ski and Snowboard athletes enjoying their Land Rover SUVs,“ said Kim McCullough, Vice President of Marketing, Jaguar Land Rover North America. “As partners with U.S. Ski and Snowboard, this campaign is a first step to give increased visibility to these sensational athletes and celebrate how they work and play hard every winter.”

Land Rover was named the Official Vehicle Partner of U.S. Ski and Snowboard in the USA in September 2019. U.S. Ski & Snowboard supports nearly 200 national team athletes and represented 80 percent of Team USA’s gold medals during the PyeongChang 2018 and Sochi 2014 Olympic Winter Games. This year, U.S. Ski & Snowboard athletes will participate in more than 200 competitions globally, including 35 events in the United States. As part of the sponsorship agreement, Land Rover will support 10 U.S. Ski & Snowboard athlete ambassadors including Olympic gold medalists and World Champions.

The multi-year partnership also names Land Rover as the title sponsor of the Land Rover U.S. Alpine Ski Team, the Land Rover U.S. Grand Prix series, and presenting sponsor of the “Visa Big Air Presented by Land Rover” events, which takes place at SunTrust Park in Atlanta, GA on December 20-21, 2019. The Visa Big Air presented by Land Rover is part of a multi-year commitment by U.S. Ski & Snowboard to bring big air events to the masses in breathtaking new environments by hosting one city big air event per season leading into the 2022 Beijing Olympic Winter Games. The event will be sanctioned as a FIS Snowboard and Freeski World Cup and will offer elite international men’s and women’s big air competition.

The Visa Big Air will be the first event of its kind to come to Atlanta. Event organizers expect to provide a taste of mountains and Olympic winter competition to 20,000 fans for each of the two days of competition. U.S. Freeski Olympian Maggie Voisin (Whitefish, Mont.), as well as the 2018-19 FIS Snowboard Overall Crystal Globe Winner Chris Corning (Silverthorne, Colo.), will represent the U.S. Snowboard Team.

Land Rover offers some of the most luxurious and capable SUVs in the world. From the effortlessly elegant Range Rover to the versatile Discovery featuring available three-row seating, and the recently revealed all-new Defender, the Land Rover lineup of award-winning SUVs is built for adventure in the toughest terrain and weather conditions.

To follow the action throughout the season, follow @LandRoverUSA and @USskiteam.

Note to Editors:

Information about Land Rover North America products is available to consumers at www.landroverusa.com. Visit  www.us.media.landrover.com for news releases, high-resolution photographs and broadcast-quality video footage. Additional media updates are available on Facebook (LandRoverUSA) and Twitter (@interactivelr).

About Land Rover

Founded in 1948, Land Rover designs, engineers, and manufactures its vehicles in the United Kingdom. For over 70 years the brand has built a reputation for providing its clientele with some of the most luxurious and capable vehicles in the world; whether driving through the heart of the city or traversing the countryside on- and off-road. Today's Land Rover lineup includes the Defender; Discovery and Discovery Sport; Range Rover, Range Rover Sport, Range Rover Velar and Range Rover Evoque. Land Rover is fully engaged with sustainability initiatives and social concerns with continuous involvement in environmental and community programs. For more information, visit the official Land Rover website at www.landroverusa.com.

About Jaguar Land Rover

Jaguar Land Rover is the UK’s largest automotive manufacturer, built around two iconic British car brands: Land Rover, the world’s leading manufacturer of premium all-wheel-drive vehicles; and Jaguar, one of the world’s premier luxury sports sedan and sports car marques.

At Jaguar Land Rover, we are driven by a desire to deliver class-leading vehicles, which will provide experiences our customers will love, for life. Our products are in demand around the globe. In 2018 Jaguar Land Rover sold 592,708 vehicles in 128 countries.

We support around 260,000 people through our retailer network, suppliers and local businesses. At heart we are a British company, with two major design and engineering sites, three vehicle manufacturing facilities and an engine manufacturing center in the UK. We also have plants in China, Brazil, India, Austria and Slovakia. 

From 2020 all new Jaguar Land Rover vehicles will offer the option of electrification, giving our customers even more choice. We will introduce a portfolio of electrified products across our model range, embracing fully electric, plug-in hybrid and mild hybrid vehicles as well as continuing to offer the latest diesel and gasoline engines.

About U.S. Ski & Snowboard

U.S. Ski & Snowboard is the Olympic National Governing Body (NGB) of ski and snowboard sports in the USA, based in Park City, Utah. Tracing its roots directly back to 1905, the organization represents nearly 200 elite skiers and snowboarders in 2019, competing in seven teams; alpine, cross country, freeski, freestyle, snowboard, nordic combined and ski jumping. In addition to the elite teams, U.S. Ski & Snowboard also provides leadership and direction for tens of thousands of young skiers and snowboarders across the USA, encouraging and supporting them in achieving excellence. By empowering national teams, clubs, coaches, parents, officials, volunteers and fans, U.S. Ski & Snowboard is committed to the progression of its sports, athlete success and the value of team. For more information, visit www.usskiandsnowboard.org 

U.S. Ski & Snowboard athletes will find comfort in the cold with warm feet thanks to a new partnership with UYN-  Unleash Your Nature. The national governing body (NGB) of ski and snowboard sports in the United States announced a multi-year partnership with UYN today in the category of “high-performance socks” that will extend through 2023.  

“We are excited to welcome UYN - Unleash Your Nature into the U.S. Ski & Snowboard family,” said U.S. Ski & Snowboard Chief Revenue Officer Michael O’Conor. “Any skier or rider, from the novice up to our elite athletes, can appreciate the importance of high performing footwear. UYN’s commitment to quality and functional products means we can provide our national team members with happy feet - one less thing they have to think about as they work to push the boundaries of their sport.” 

To Unleash Your Nature means more than winning. Just as U.S. Ski & Snowboard athletes grind it out each day in the gym or on the snow, “to UYN” is to test your limits, not only achieving your goals but going beyond them to find new motivation every day. UYN products offer maximum performance with outstanding comfort, the best materials, and the most refined functions. With UYN socks athletes will experience warm, highly functional comfort and will benefit from elements that improve grip, ventilation, and protection from heel to toe.  

“We are proud to partner with the U.S. Ski & Snowboard Team and support the performances of its members with our highly technical socks” said UYN Brand Manager Giuseppe Bovo. “UYN will put its long experience in the functional footwear field at the service of U.S. athletes. At the same time, the feedback we will get from the greatest ski and snowboard champions will serve as a vital point of reference as we develop new products”.

U.S. Ski & Snowboard’s Athletic Development staff works hard to improve the ways athletes train. One of their most recent initiatives, which centers specifically around female athletes, takes a unique approach towards improving athletic training and progression. 

The educational system from Orecco and the FitrWomen app will be used by U.S. Ski & Snowboard to help female athletes track their hormone levels and menstrual cycles. Female athletes will gain more knowledge about their personal physiology, know how to better fuel their bodies, and make better-informed decisions on their training schedules and intensity levels. With research-based advice, the educational programs and app will educate athletes on how to best prepare and rest their bodies for performance by advising them on how much sleep to get, when to schedule intense training sessions, what to eat, and more. 

U.S. Ski & Snowboard’s Athletic Development Manager, Tschana Schiller, primarily works with the cross-country and snowboard-cross teams and initiated the early stages of building knowledge around female athletes. For the past couple of months, Tschana has worked with physiologist Dr. Georgie Bruinvels - one of the leading experts involved with Orecco and creator of FitrWomen App - to help develop educational plans for female ski and snowboard athletes. 

“For right now, knowledge is power and I think that’s the first step,” said Tschana. Her ultimate goal is to educate female athletes so that they are able to do their sport in the best possible physical and mental state. “It has been proven that there are times when women will be able to optimize their performance based on fluctuating hormone levels,” she continued. “If we aren't paying attention to that, we are missing a huge chunk that could really help athletes understand how they recover or optimize their training better.”   

U.S. Ski & Snowboard plans to start with educational sessions, not only for female athletes but for the entire athletic development and medical teams. These educational sessions will teach staff how hormones can affect performance and how different stages of the menstrual cycle can impact a variety of other body functions, such as heart rate or respiratory rate. The benefit of these educational sessions is mainly directed towards athletes, but there are positive impacts on U.S. Ski & Snowboard staff as well. 

“We have mainly male coaches and athletic development staff,” says Tschana. “They work directly with these female athletes and yet don't experience the things a female experiences.” 

With this new opportunity, staff and athletes can develop even stronger relationships and understanding, which could translate to even stronger results. Another beneficial aspect of the initiative is the flexibility of participation amongst athletes. There will be some initial educational sessions for everyone, as well as questionnaires for the athletes about their cycle, but from that point on all involvement in the programs or projects is voluntary. “It is totally up to them if they are interested in learning more,” says Tschana. “If there are further questions they have or the coaches have, they can ask and if it’s just education, then that’s great as well and is still beneficial.”  

Two-time Olympian and five-time World Championship cross country team member Sadie Bjornsen, is excited to partake in this new initiative. “I have never tracked my period or hormones and have never really thought about doing it,” she says. “I believe in understanding what is going on in your body and finding coping mechanisms will help me as an athlete. I find the app as something that will further empower me and help me further utilize my body.” 

The Athletics Department is thrilled to start this female-oriented initiative. “There is certainly a female movement going on in the world right now and so for me, it’s empowering our athletes to understand, learn more, and take advantage of their unique physiology so they can use it to help them in any way,” says Tschana. “It’s a cool opportunity because it's not only teaching them how to be better athletes, but how to be healthier people in general.”  

With a strong team, eager athletes, and a high-performance legacy to uphold, this initiative is likely to be another helpful step towards having the best and healthiest athletes in the world. 

NormaTec, the industry leader in compression recovery technology for athletes, today announced a four-year partnership with U.S. Ski & Snowboard, the national governing body of competitive skiing and snowboarding in the United States. U.S. Ski & Snowboard provides leadership, direction, and support for tens of thousands of young skiers and snowboarders striving for excellence. NormaTec’s PULSE 2.0 Series systems will help U.S. Ski & Snowboard athletes to achieve their goals to be best in the world in their sport by integrating superior recovery into training regimens.

The full team across seven disciplines including alpine, freeski, freestyle, cross country, ski jumping, Nordic combined, and snowboard, will have access to the NormaTec PULSE 2.0 Series Recovery Systems. U.S. Ski & Snowboard will also be constructing a dedicated NormaTec Recovery Room in the U.S. Ski & Snowboard Center of Excellence for the team to use as they train to compete at the 2022 Olympic Winter Games.

“We are proud to support U.S. Ski & Snowboard athletes,” said Gilad Jacobs, CEO of NormaTec. “It is an honor to be partnering with a team that boasts some of the top performing winter sports athletes in the world and providing them the technology they need to continuously reach for their dreams here in the U.S. and around the globe.”

The NormaTec PULSE 2.0 Series Recovery Systems use compressed air and the patented NormaTec Pulse Massage Pattern created by a physician bioengineer to massage limbs, mobilize fluid, increase circulation, and facilitate faster recovery. NormaTec’s technology gives athletes a competitive edge by helping them recover quickly after training sessions and is also used as a high-tech warm up. The technology is relied on by 97% of all pro athletic teams in the United States.

"I have been absolutely loving my NormaTec recovery system,” said Olympic cross country champion Jessie Diggins. “Since opening the box, I’ve used them every single day! I love how the compression massage makes my legs feel after a hard workout, and it helps me recover quickly before second training. I also love how small and quiet they are, and how I can customize exactly what I want, even changing the pressure zones mid-session! These are now my go-to recovery tool."