New York City Media Day with Olympic Gold Medalist Jessie Diggins

WHAT: New York City Media Day and Fitness Influencer Training Session with World Cup Overall Nordic Ski Champion and Olympic Gold Medalist Jessie Diggins.

GOAL: Promote Jessie’s status at the No. 1 Nordic skier in the world using Salomon equipment and drive brand awareness for Salomon in a key epicenter (NYC) with a key audience (young women).

RESULTS: Desired reach attained via influencer invites, Jessie’s social media accounts, captured content on Salomon brand channels, and interviews with The Wall Street Journal and New York Times Magazine.

SUMMARY: To capitalize on momentum following her 2024 World Cup overall title as the top Nordic Skier in the world, we organized a two-day, end-of-season media trip to New York City with Salomon athlete Jessie Diggins. The highlight was a gym session that Jessie led with a group of female fitness influencers.

To amplify Jessie’s success using Salomon ski equipment during races—and Salomon footwear, apparel, and gear for training—the company gifted attendees new running shoes and apparel to share across their social media channels.

To drive earned media reach, we arranged for Jessie to interview with The Wall Street Journal and New York Times Magazine in a local coffee shop by Central Park. Finally, to drive eyeballs to our own social channels, we followed Jessie during over the course of two days to capture behind-the-scenes footage for Salomon social media channels.