In time with the “giving season” and in keeping with Rossignol’s commitment to social advocacy and community-building, the 116-year-old legacy brand is eager to announce its new charitable ski initiative in partnership with the Share Winter Foundation and celebrated contemporary artist Ya La’ford.
Over a year in the making, Rossignol and Share Winter worked directly with University Prep, a Share Winter grantee school in the Bronx, New York, to launch a contest wherein their students could submit artwork for a limited-edition ski. Once the final artwork was selected, the winning student, Andre Thomas, collaborated directly with La’ford to realize their final design titled, Reflection.
“Collaborating with an iconic brand like Rossignol while inspiring the imaginations of students from my hometown in the Bronx made this a one-of-a-kind experience,” said La’ford, adding, “Like the power of art, the mountains elevate us from our daily existence with the reminder that freedom and beauty are all around us when we pause and breathe it in.” A renowned artist, educator, and community advocate, La’ford’s track record of success with major brand activations has extended across many well-known global sport and lifestyle brands.
Building upon Andre’s original artwork while integrating La’ford’s signature style, the result is a singular, eye-catching design that juxtaposes the vibrant colors and serenity of a mountain sunset with the chaotic and intersecting pathways that ultimately connect us all.
Showcased on a new limited-edition version of Rossignol’s best-selling, Sender 90 Pro all-mountain-freeride ski, all sales proceeds will be donated to the Share Winter Foundation to support future programming.
“We’re very excited to announce this initiative as it is a clear extension of our greater brand purpose,” said Gabriel Authier, CMO, Rossignol Group. “The resulting passion and creativity we’ve tapped into is truly inspiring and allows us to realize just how many different opportunities we have to make an impact. It is our role to open the mountains up to new generations and demographics of skiers and riders and create opportunities for more people to both discover and feel welcomed into this community.”
Launching on Tuesday, November 28th, 2023, aka “Giving Tuesday”, the new limited-edition Sender 90 Pro x Share Winter ski will be available at select U.S. retail partners and worldwide at Rossignol.com.
Learn more about Ya and Andre’s collaboration and see where to purchase the new Share Winter ski here.
GROUP ROSSIGNOL: Headed by its new CEO Vincent Wauters, Ro##ssignol Group designs, manufactures and markets a broad range of winter sports and outdoor equipment. The Group’s brands provide a continuous, year-round experience accompanying consumers in every moment of sporting effort and leisure, from elite-level athletes to amateurs, from the mountains to the city. The Group’s global headquarters is located in the French Alps near Grenoble with five different industrial sites (Sallanches, Nevers, Saint Etienne de Saint Geoirs, Artès, Montebelluna) across western Europe and a U.S. headquarters in Park City, Utah. The Group houses a strong portfolio of complementary brands: Rossignol – the iconic brand for winter sports, and ready-to-wear fashion and apparel; Dynastar – the specialist ski brand; Lange – the iconic ski boot brand; Look – the long-standing premium manufacturer of ski bindings; Risport – the reference for ice-skating; Kerma – specialized in ski poles and technical equipment; and Dale of Norway, an iconic Norwegian brand known for its high-quality wool-based knitwear. Each has built their own unique identity and draws their inspiration from the mountains. Rossignol is majority owned by Nordic Private Equity fund Altor since 2013.
Share Winter Foundation: Share Winter Foundation (“Share Winter”) is a non-profit organization focused on the next generation of skiers and riders. Share Winter partners with youth learn to ski and snowboard programs focused on populations historically denied access to snow sports. Through equitable grantmaking, intentional collaboration and thought leadership, Share Winter works to create a more diverse, inclusive, and welcoming winter sports community. Learn how to help share winter at www.sharewinterfoundation.org.