Thayers Natural Remedies Hits The Slopes For X Games Aspen Partnership
Thayers is taking hydration to new heights with an expanded sponsorship of X Games Aspen. Following a successful partnership with X Games California 2023, Thayers will continue as X Games' first official partner in the beauty and skincare category during the winter edition of the iconic action sports competition – running from January 26th to 28th in Aspen, CO – while also entitling the exciting Knuckle Huck ski and snowboard events. Just like Thayers' range of efficacious skincare products are unisex and for all skin types, Thayers will be sponsoring the introduction of the women's ski and snowboard Knuckle Huck events for the first time in X Games history.
A fan favorite, Knuckle Huck celebrates the stylish and creative side of snowboarding and skiing. In addition to the groundbreaking addition of the women's disciplines, Thayers will have an impressive footprint on Buttermilk Mountain in Aspen. The brand's interactive on-site experience, the Apres Ski(n) Lounge, will help spectators escape the elements and learn about effective skincare, especially when life gets extreme. Dr. Dustin Portela, a noted dermatologist and social media personality will be on-hand to discuss skin tips and tricks using Thayers' ultimate hydrating routine for dry skin featuring Hydrating Milky Cleanser and Toner and recently launched Soak It Up 80 HR Liquid Moisturizer.
"Thayers' inaugural sponsorship of X Games California 2023 proved so successful that we couldn't wait to come aboard for the Aspen Games in 2024 as the next step in this thrilling partnership with the dynamic action sports community," said Detty Nkonko, General Manager of L'Oréal's Next Big Brands. "Our groundbreaking Knuckle Huck entitlement, specifically the introduction of the women's disciplines, shows Thayers is there for life's most action-packed moments and speaks to the importance of taking care of your skin at any altitude!"
Thayers presence in Aspen won't stop there. Consumers can "get a lift" in a Thayers-branded chair lift photo moment, while X Games athletes will sample the product suite to get their skin competition-ready in the Athlete Lounge. Viewers at home will be able to experience the action through the debut of the Thayers Stoke Meter, where hosts and fans can rate tricks during the broadcast and live stream. Additionally, Thayers will work with athletes competing at X Games on action-packed social media content that shows how they use Thayers' new Soak It Up moisturizer in the leadup to competition, along with an on-site consumer meet and greet with snowboarder and X Games Aspen 2020 Knuckle Huck champion, Zeb Powell. To document the experience firsthand, Thayers will host popular content creators across TikTok and Instagram to attend the weekend festivities on the brand's behalf.
"Thayers' presence at X Games California was more than just a perfect fit, it was the beginning of an iconic partnership," said Ashley Robbins, Vice President at X Games. "The brand's unwavering commitment to our Women's Ski and Snowboard Knuckle Huck events helped to ignite a new era for X Games and women's action sports. Together we don't just elevate one entity; we elevate our entire spectrum of shared experiences, and we couldn't be more thrilled to extend our partnership with this historic brand."
As part of the partnership with X Games, Thayers will be airing engaging and exciting ad spots across major broadcast networks like ABC, ESPN/ESPN2 as well as key streaming platforms like YouTube, Twitch, and Caffeine TV. It will be impossible to miss Thayers throughout Aspen. Whether travelers land in Aspen or Vail, Thayers digital airport screens will greet guests for X Games weekend. Throughout town, multiple red Thayers branded cars will be driving the streets to raise excitement and awareness for the partnership.
The brand's second-time partnership with the iconic X Games competition cements an exciting new direction for the surging Thayers brand to reach the dynamic Gen Z audience. Known for its bestselling toning products, Thayers has expanded in the past year to offer a three-product moisturizer range personalized to skin type. Perfect for locking in moisture to combat the harsh winter elements, especially on the slopes, the line is anchored by the hero Soak It Up 80HR Liquid Moisturizer. It penetrates five surface layers deep to keep skin hydrated for 80 hours and is enriched with ingredients like Snow Mushroom, Hyaluronic Acid and Shea Butter. In combination with the brand's popular Milky Cleanser and Toner, also packed with gentle, ultra-hydrating ingredients, the products offer an ideal and convenient three-step skincare routine for the season.
"Winter athletes are exposed to harsh, dry conditions that can take a toll on their skin," said Dr. Portela. "Thayers' moisturizing products are not just for these athletes, but for anyone facing the elements this winter season. These products are specifically formulated to provide deep hydration and protect the skin's barrier, ensuring that whether you're on the slopes or braving the winter winds in your daily life, your skin remains healthy, resilient, and hydrated."
Thayers will also launch an efficacious, ingredient-focused acne line in 2024 – Gen Z's top skin concern according to the brand's 2023 survey on skin sins – which will be sampled and teased on-site in Aspen.
