New York City Media Day with Olympic Gold Medalist Jessie Diggins

WHAT: New York City Media Day 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 Wall Street Journal and New York Times Magazine.

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

To help amplify Jessie’s victory using Salomon winter sports equipment during races—and Salomon footwear, apparel , and gear for dry land training—the company gifted each influencer new running shoes and athletic apparel to share across their social media channels.

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