Lindsey Vonn Under Armour commercial wins Doc DesRoches Award at SIA

Posted By: Zeke Piestrup on January 31, 2010 7:41 pm

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It is indeed an awesome commercial.  The Ski Channel went behind the scenes with Lindsey Vonn, and you probably want to check out the vid if you missed it the first time around.  Click here to see it.  At the massive industry throw-down known as SIA, Lindsey Vonn’s Under Armour ad won the Doc DesRoches Award. 
Check the press release:
DENVER (Jan. 29) – U.S. Ski Team supplier Under Armour (NYSE:UA) was honored Friday as recipient of the seventh Doc DesRoches Award. The recognition is made annually by SnowSports Industries America and the U.S. Ski Team to recognize an SIA member and Team supplier for its promotion of the Team’s brand and athletes. The award was presented at the SIA Snow Show in Denver.

Under Armour was recognized for the national print and TV campaign around World Champion Lindsey Vonn. The two-time overall World Cup champion Vonn appeared in magazine ads as well as in a national TV spot with Under Armour and Dick’s Sporting Goods.

“Under Armour’s initiative to promote its partnership with the U.S. Ski Team has greatly expanded awareness of our sport,” said U.S. Ski Team President and CEO Bill Marolt. “Our equipment suppliers, like Under Armour, play a vital role in our athletic success. And it’s a great bonus to have them take our message to a broad national audience.”

Under Armour joined the Team as a supplier in 2002. Today, the industry leader provides uniforms for the U.S. Freestyle Ski Team that will compete in Vancouver in February and base layers for all U.S. Ski Teams, as well as training gear for athletes working in the USSA Center of Excellence in Park City, UT.

“Under Armour’s initiatives in promoting our sport are very much in line with Doc’s unending drive to market skiing to the public,” said SIA President David Ingemie. “Taking our message to a national audience with someone as notable as Lindsey Vonn not only helps promote a brand, but our entire sport.”

“Under Armour is honored to be recognized with the Doc DesRoches Award this year,” said Kip Fulks, Under Armour senior vice president of outdoor and innovation.  “We are committed to making all athletes better and have worked hand-in-hand with our ski and snowboarding athletes to develop innovative, state-of-the-art gear that works as hard as they do. We are so proud of Lindsey and all of our athletes and look forward to seeing them represent Under Armour and compete at the Vancouver Olympics.”

“Working with Under Armour has been incredible,” said Vonn. “The company works directly with its athletes on design and creates products that are comfortable and totally functional in all elements.

“I do have to say, though, clicking into my ski boots on a hydraulic hoist for their national TV ad was probably one of the coolest things I’ve ever done.”

The award is named in honor of Doc DesRoches, who died in 2003 after an illustrious career as a pioneer in forming SIA – and leading it for nearly two decades. He also played a key role in developing the U.S. Ski Team’s early fundraising efforts and was a relentlessly strong supporter of the Team. The award was begun in 2004 and presented annually in recognition of marketing efforts by a supplier around the U.S. Ski Team brand and athletes. DesRoches was recently recognized as one the U.S. Ski and Snowboard Association’s most notable leaders of the past decade with a tribute outside the USSA’s new Center of Excellence in Park City.

Doc DesRoches Award Winners
2004 – Rossignol
2005 – Atomic
2006 – All U.S. Ski Team suppliers
2007- Spyder Active Sports
2008 – Volkl, Marker, Tecnica
2009 – SmartWool
2010 – Under Armour

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