U.S. Ski & Snowboard X U.S. Army.
Both Born of the snow.
Stifel U.S. Ski & Snowboard and the U.S. Army were partnering for the first time, creating a rare opportunity to highlight the shared mindset between elite athletes and the 10th Mountain Division: an alpine-born unit defined by grit, adaptability, and precision.
The task: create a national campaign that connects Olympic athletes with soldiers, introduces A shared-mindset training PHILOSOPHY, and launch it across TVC, social, and digital channels during a key Olympic cycle.
the Brief:
our insight:
Elite skiers and elite soldiers share the same mental framework: mastery comes from preparation, adaptability, and staying composed when conditions turn against you.
Both the 10th Mountain Division and the U.S. Ski Team were literally born of the snow, their cultures forged of resilience and dedication. By pairing athletes with soldiers and letting their dialogue lead the storytelling, we must uncover a simple truth: what defines them isn’t the environment they face, but the mindset and preparation they bring.
our role:
Highlanders led the campaign end-to-end; strategy, creative, production, and post. We produced the hero :60 spots, :30 cutdowns, and social formats for NBC broadcast, Olympic primetime, YouTube, TikTok, Instagram, and paid digital placements. Our team handled color, sound design, mix, graphics, and all final deliverables for a seamless national rollout.
