Oakley and X Games Descend on Tignes, France


The inaugural European X Games took to life in Tignes, France last week.
ESPN and Canal partnered to bring the first European Winter X Games event to the world via live webcast and live TV. And Oakley took advantage of its long time relationship with the U.S. event to activate around every on-site opportunity in Tigne.

The Oakley Icon division out of Zurich took the lead on the ground, and with the help of teams around the world, executed on one of the most impactful winter sports strategies to date.

“For 2010 Oakley Icon decided to take our event involvement in Europe to the next level,”said Oakley Icon Brand Director Olaf Dunz. “The partnership with ESPN and Winter X Games in France was a great way for Oakley to reach a broader audience across Europe and showcase our Rolling O Lab, technical apparel and goggle programs. Oakley had a great retail presence promoting Oakley snowboarder Eero Ettala. It was a very special dealer and media brand experience for everyone involved.”

The main media and lifestyle initiative from the event included an Oakley safehouse at Le Cafe in Tignes Val Claret for media, dealers and athletes. It was a perfect location to support multiple initiatives. The main meeting point La Café hosted breakfast and lunch, supported a Oakley Custom Goggle Bar, had wood fired hot tubs on the deck and hosted a media event that facilitated interviews with Oakley skiers and snowboarders for European media. Later that evening the Norwegian band “Data Rock” kicked out the jams to an exclusive invite list.

On-mountain initiatives included an extensive store front window campaign and wrapped transport buses with a tag line that read” Eero Ettala is in town”. With additional Oakley banners and signage throughout the village, there was no question that the brand was in town. Additional poster signings with Oakley pro riders and skiers brought on mad hysteria, as Simon Dumont was swarmed by fans during the ski signing at the Rolling O Lab in the X Festival area. His teammates Jacob Wester, Grete Eliassen, Jossi and Byron Wells, and Virginie Faivre signed for their fans as well. Snowboarders Jenny Jones, Eero Ettala, Tyler Chorlton, Stale Sandbech and Silvia Mittermuller signed for hours the following day.

The most talked about mountain activity had to be the Ride with the Pros day on Tigne and Val Desere. The event featured a guided tour around the Alps which ended with a 1, 000-meter run down a steep couloir with the most epic views. And to everyone’s surprise two Oakley wrapped helicopters were waiting to transport the crew back to Tigne to watch the X Games Slopestyle and Halfpipe finals.

“X games pulled off a great event for a first year program in Tignes,” said Pat McIlvain, Vice President of Global Sports Marketing. “Oakley has a long relationship with X Games and has been supporting their events from the inception. Sponsoring European X is a great way of showing our leadership in apparel and eyewear in the European market. The sales and marketing teams did a fantastic job in activation and pulled key retailers and media together for a great Oakley experience.”

In the end Oakley shined brightly in the French Alps and won two golds and one bronze medal during the games. Look for Oakley to repeat this successful snow initiative next year when the European X Games returns to Tigne, France.

For ski superpipe results Click Here

For ski slopestyle results Click Here

For snowboard slopestyle results Click Here

For snowboarding day two action Click Here