Freestyle Canada Launches New Name and Brand
Freestyle Canada – Freestyle Canada (formerly known as the Canadian Freestyle Ski Association or CFSA) will be kicking off the 2017 ski season with a new organization name, logo and brand positioning.
With the financial support of the Canadian Olympic Committee’s National Sport Federation Enhancement Initiative program, Freestyle Canada embarked on this rebrand project to unite their disciplines under one identity, elevate the awareness of freestyle skiing among Canadians and increase engagement with fans and corporate partners alike.
“Building a new brand identity was critically important for growing the community of freestyle skiing,” said Bruce Robinson, CEO of Freestyle Canada. “The Freestyle Canada brand is progressive and bold, in short, disruptive. The brand will unite and empower our community and make all Canadians proud. My hope is that Freestyle Canada’s brand will stand out within the national sport community.”
The development of the new brand and visual identity, led by Vancouver-based creative agency Will and sponsorship marketing agency Torque Strategies, repositions the sport in a more relatable way to Canadian sport fans, encouraging everyone to follow their passions, act with courage and ultimately, ‘live free’.
Freestyle Canada will focus on building narratives that centre upon the newly identified organizational attributes of United, Empowering, Proud, Bold and Progressive.
“It was important for us to make our sport more relatable,” states Jenn Johnson, Freestyle Canada’s Director of Marketing, Communications and Partnerships. “We hope our values-centred approach will guide Canadians to dream big and live their best lives.”
The new brand will be brought to life in numerous ways, including through the eyes of national team athletes with the launch of our Athlete Ambassador Network. Team veterans Phil Marquis, Travis Gerrits and Keltie Hansen will be sharing stories and photos with Canadians throughout the season.
“It’s an honour to be a part of such a progressive group of individuals all striving to make waves in the world of freestyle skiing and sport as a whole” said Travis Gerrits, national team aerialist. “I have grown up with this family and love the direction we’re headed!”
The launch of Freestyle Canada’s brand includes the release of a redesigned website, located at freestylecanada.ski. A new merchandise line, sold exclusively at mountaincultures.com, and an official brand video will follow in the weeks to come.
For more information and media inquiries please contact:
Dominique Ladouceur, Manager, Athlete Relations
Freestyle Canada is the governing body in Canada for the sport of Freestyle Skiing. With the support of its valued corporate sponsors along with the Government of Canada, Canadian Olympic Committee and Own the Podium, the CFSA develops Olympic and world champions in all disciplines of the sport. For more information about the Freestyle Canada, please visit freestylecanada.ski.