John Paul Mitchell Systems chose a unique platform to announce the extension of its eight year partnership with the U.S. Ski and Snowboard Association (USSA) last week. Paul Mitchell treated the Team’s ski and snowboarding medalists to an afternoon styling session at New York’s trendy Raika Salon. Amidst the cuts, color and styling of the athletes attending the Team’s annual New York gala, Paul Mitchell announced its four year extension as the official hair care product of the U.S. Ski Team and U.S. Snowboarding, strengthening its position that in art, sport and life, style points count.
The Paul Mitchell brand kicked off the upcoming ski and snowboarding season by hosting over a dozen of the Team’s Olympic athletes and medalists to a styling session in midtown Manhattan. The Thursday, Nov. 4 event was a prelude to the Team’s annual fundraising gala, the New York Ski and Snowboard Ball – a celebration of the 17 USSA athletes who won a record 21 medals in Vancouver.
“Paul Mitchell aligns with USSA because of its commitment to excellence. USSA athletes are focused, dedicated and give 100% in their effort to be the best in the world. They truly are great role models,” said CEO and co-founder of John Paul Mitchell Systems, John Paul DeJoria.
Paul Mitchell is the title partner of the USSA’s popular “Paul Mitchell Progression Session” series, a three event tour that pushes the envelope and progression of snowboarding. The brand is also an associate partner of all freestyle World Cups and U.S. Championships, snowboardcross World Cups and U.S. Championships and all U.S. Snowboarding Grand Prix events. The company uses the partnerships that Paul Mitchell experiences through the passion and inspiration of our athletes.
“Paul Mitchell has been one of the most engaged brands in marketing to a young demographic through action sports, including our Paul Mitchell Progression Session,” said USSA’s Chief Revenue and Marketing Officer Andrew Judelson. “Our U.S. Snowboarding and U.S. Ski Team athletes and major events are a great platform for brands like Paul Mitchell, as evidenced by the brand’s long-term commitment to our action sports programs.”
“Our “What inspires you?” campaign is about passion, creativity and personal experiences,” said DeJoria. “USSA athletes prove that if you follow your passion and believe that you can achieve, anything you dream of is within your reach. They inspire us all to dream big!”
Along with the USSA agreement, including media units and VIP hospitality, Paul Mitchell provides support to individual athletes. Olympic silver medalist Lindsey Jacobellis (Stratton Mountain, VT), who can be seen in many Paul Mitchell advertisements, is one athlete who has benefited from the special relationship.
“I’ve learned so much from them, especially how to give back,” said Lindsey Jacobellis (pictured top left). “I’ve been working with Paul Mitchell for close to 10 years now, and I’m excited continue to work with them for the next four years.”
The Thursday afternoon Paul Mitchell Styling Session was a hit with athletes getting primped and pampered for the New York Ski and Snowboard Ball and Olympic Celebration that was held at the Hammerstein Ballroom that evening. With eight chairs and 13 athletes, the stylist worked hard to get the Olympians out the door in time. Athletes got their choice of color, cut and style, to look their best when they hit the red carpet and the start gate for the 2010-11 season.
About Paul Mitchell
Nearly 30 years ago, two friends were inspired to create a company that would support the success of hairdressers and provide luxury hair care at an affordable price. With just $700, they launched a revolutionary hair care system with three products: Shampoo One®, Shampoo Two® and The Conditioner™. Today, their dream is a reality. Paul Mitchell® currently produces over 100 products—from awarding-winning styling and care products to cutting-edge heat styling tools and professional hair color—and is available in over 80 countries worldwide.
About U.S. Ski Team and U.S. Snowboarding
The U.S. Ski Team and U.S. Snowboarding, as part of the U.S. Ski and Snowboard Association (USSA), develop and maintain teams of world-class athletes for national and international competition, including the Olympic Winter Games. The U.S. Ski Team and U.S. Snowboarding select teams in all sports for major events such as the Olympics and World Championships as well as annual teams in many Olympic disciplines. The organization coordinates nationwide development and elite programs for all competitive skiing sports while maintaining a strong adherence to core values. For more information, visit www.usskiteam.com or www.ussnowboarding.com.
Photos: Katie Perhai/USSA