Winter jam - concept development and events

The Swedish Ski Federation (SSF) needed to recruit new skiers to skiing after snowboarding competitions lost participants during the dominance of the free ski generation. SSF presented a vision to create a new, exciting competition format to make skiing attractive again.

We developed the Winter Jam concept, which included the FIS Snowboard World Cup and for the first time mixed skiing and snowboarding. Within the framework of Winter Jam, we also organized King of Style, the world’s premier invitational competition for skiers. The event was held at Stockholm Stadium, which was filled with 50 exhibitors, a big stage with Sweden’s top bands, motocross shows, a children’s rail arena, and many taster activities.

The project was a success with live coverage in 45 countries, rebroadcast in over 100 countries, 100 journalists on site, 700 VIP guests and 22,000 visitors. We had 150 athletes and coaches from all over the world, resulting in huge media coverage.

The City of Stockholm and the Police praised Louder’s event and for its careful execution in a K-marked arena, without damage or mess.

The long-term outcome of the project is clear: when SSF was struggling to recruit riders to its business model, we built a media platform for the riders to stand on, and compete in front of the media and their followers. The riders loved it and came back every year we ran the project. Today, SSF has several strong competitors led by Sven Thorgren and Henrik Harlaut, among others.