“For Skiers.”

for:

SPYDER

SPECIALTY OUTDOOR APPAREL

2024-2025 | NORTH AMERICA & EUROPE

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A family dressed in ski gear holding skis and poles, standing against a plain background, with the text 'For Families Since 1978' overlaid.
Two skiers, a woman in a purple jacket and a man in a gray jacket, holding skis and poles, standing against a plain background with the text 'For F reeskers Since 1978' and the Spyder logo.
A male ski coach standing next to an female skier in racing gear, both on skis, with the text 'For Champions Since 1978' written across the image.

Value Summary:

Brand used as a decision lens to guide creative direction, audience focus, and execution during a moment of organizational reset.

The problem

A heritage ski brand with global distribution was at risk of losing its center.

Following M&A activity and leadership turnover, the brand needed to reestablish its point of view in the market. The challenge wasn’t awareness or product quality, it was identity. Internally, the question wasn’t what should we sell next? but who is this brand actually for now?

The risk was about becoming generic.

Left unchecked, the default path would have been another product-led, sales-driven campaign. Effective in the short term, but disconnected from what had made the brand meaningful in the first place.

Group of skiers in ski gear standing against a plain background with text overlay that reads 'For Skiers Since 1978' and the Spyder logo.

The decision

The brand chose to narrow its focus rather than broaden it.

At a moment when it would have been easy to chase momentum through product stories or promotional messaging, leadership aligned around a simpler, more demanding idea: recommitting to the people the brand was built for. The campaign title, For Skiers, was not a tagline as much as a line in the sand. It asserted that the brand’s relevance would come from depth, not scale, and from clarity rather than novelty.

This was a decision about identity more than marketing. The question shifted from how to generate attention to how to reestablish conviction—internally first, and then with the audience that already understood the culture of skiing from the inside.

The Work

We led the creative vision and execution that brought the decision to life.

The work began with a clear brief and a defined point of view, then moved quickly into execution across film, photography, and graphic systems. Every element was designed to reinforce the same idea: this is a brand built for people who ski seriously, thoughtfully, and often.

The creative approach focused on accuracy and restraint. Skiing culture is highly attuned to authenticity, and credibility is earned through details that can’t be approximated—location, timing, conditions, talent, access. We treated production not as spectacle, but as observation, capturing the rituals, effort, and quiet moments that define the experience when no one is trying to impress.

Visually, the work established a grounded, confident language the brand could sustain. Rather than chasing seasonal trends, we prioritized repeatable rules for tone, imagery, and composition that the internal team could carry forward. The result was not just a campaign, but a clear creative direction that made future decisions easier to align and execute.

An adult man and young girl skiing on snow with a forested background. The man is wearing a yellow jacket, black pants, a white helmet, and goggles. The girl is dressed in colorful winter clothing and a helmet, sitting on skis.
Ski poles stacked outdoors on snow with a warning sign about machinery and a mountainous background, overlaid with the text 'For Races Since 1978' and a logo.
Two young women in blue jackets and black beanies in a locker room, one sitting and the other standing in the background.
A person working in a cluttered workshop, holding a device, surrounded by tools, photos, and equipment, with the text 'For Techs Since 1978' overlaid.
A man in winter gear sitting inside a vehicle, with trees in the background, promoting a grooming business since 1978.
A woman in ski gear putting on a ski boot inside a ski lodge, with a bench and a window in the background. Overlay text reads 'For Skiers Since 1978' and the Spyder logo.

What changed

Internally, the work had an immediate effect.

Teams responded not because the campaign promised performance, but because it felt aligned. The brand felt recognizable again. Leadership saw a clearer throughline between who the brand is, who it speaks to, and how it shows up in market. The work didn’t solve every commercial challenge—that was never the point—but it restored confidence in direction.

That confidence translated into intent. The campaign remains in market and is viewed as a foundation rather than a one-off. The prevailing internal sentiment was not curiosity about what to try next, but clarity about what should be repeated.

Why it matters

This project is about using brand as a decision-making tool when conditions are uncertain.

The work demonstrates how a clear point of view can guide creative execution without relying on trend, scale, or promotional pressure. Brand, in this case, was not an aesthetic exercise. It was the mechanism that helped a heritage company choose restraint over noise and depth over reach.

For CSR Lab, this is representative of how brand thinking operates in practice, not as a veneer applied at the end, but as the lens that determines what is worth making in the first place.

Group of four people dressed in ski gear holding skis and standing against a plain background.
Two men in ski gear standing side by side in front of a plain white background. One is holding ski poles, the other has skis and a ski helmet. Both are wearing winter jackets, gloves, and ski boots, with one wearing a grey jacket and the other a red jacket.
Two skiers, a woman in purple gear and a man in gray gear, stand side by side holding skis and poles against a plain white background.
A person dressed as a ski rescue worker holding skis and ski poles, wearing red and black winter gear with a white cross on the sleeves, standing against a plain white background.
A man dressed in ski gear standing against a plain white background, holding a pair of skis in one hand and ski poles in the other, with a ski helmet and goggles.
A woman dressed in ski gear standing next to a man in winter clothing, both with skis and poles against a plain white background.
Group of people in ski gear standing against a plain white background.
Two women dressed in ski gear, standing with ski poles against a plain white background.
Two children dressed in winter ski gear holding ski poles and skis, standing against a plain background.
A woman dressed in purple ski gear holding skis and ski poles, wearing a helmet and gloves, standing against a plain light background.

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