CLWR Alps Team Season Kickoff FW25/26
A season-opening gathering bringing together athletes, ambassadors and creators from across the Alps. Designed to strengthen relationships within the team while creating authentic content for the winter season, the project combined community building, athlete activation and content production in a single initiative.
Overview
CLWR | Athlete Activation & Content Production 2025
Client:
CLWR
Services:
Athlete Activation
Community Building
Content Production
Project Management
Production Coordination
Location:
Hintertux, Austria
Year: Nov 2025
The Idea
Bringing The Team Together
At the beginning of every winter season, athletes, ambassadors and creators spend countless days representing brands on the mountain. Yet many of them rarely have the opportunity to meet, ride and spend time together.
The idea behind the CLWR Alps Team Season Kickoff was simple: bring the team together before the season starts.
Hosted during the annual Hintertux Opening, one of the most important gatherings within the European snowboard and freeski community, the project created space for athletes from different countries and backgrounds to connect, ride together and build relationships that could continue throughout the winter.
At the same time, the weekend presented an opportunity to create authentic content for the upcoming season without forcing a traditional production environment.
The Community
More Than A Content Shoot
The weekend was never intended to be a traditional content production.
The primary objective was to create a genuine experience for the CLWR Alps Team. Riders arrived from across Switzerland, Austria, Germany and the Netherlands, with some meeting for the very first time.
Over several days, the group shared lift rides, explored the mountain together, spent evenings at movie screenings, watched competitions and celebrated the start of another winter season.
Those moments created the foundation for everything that followed.
Rather than manufacturing crew culture for the camera, the production simply documented what was already happening naturally.
The friendships, conversations and shared experiences became some of the most valuable content created during the weekend.
Progression Happens Together.
Real People. Real Moments.
My role
Connecting Production And Community
I was responsible for the overall concept, project management and production planning of the initiative.
This included athlete coordination, production scheduling, content planning, photographer and videographer management, logistics and on-site execution throughout the weekend.
One of the planned shooting days was ultimately cancelled due to severe weather conditions. To ensure the project could still be completed successfully, an additional production day was organised two weeks later.
Although I was travelling abroad at the time, detailed production planning, communication and creative briefing ensured that the team could continue working independently while maintaining consistency across the final content output.
The project became a good example of balancing flexibility, planning and trust within a production environment.
Content with purpose
Creating Assets For An Entire Season
Alongside the community-focused experience, the weekend served as the primary production window for CLWR's FW25/26 Box Kit content.
The project generated a broad mix of assets including athlete portraits, lifestyle photography, riding imagery and social-first video content.
The content was later used across social media, newsletters, website content, paid campaigns, trade marketing and retail partner communication throughout the winter season.
Several campaign assets were also shared with retail partners and contributed to product communication around the Box Kit collection across multiple channels.
Rather than producing content for a single campaign, the objective was to build a versatile content library capable of supporting the brand throughout the season.
The collective
The best projects are built by the right people coming together around a shared idea.
Athletes:
Mathias Kranebitter
Raphi Stifter
Marc Grossgasteiger
Thomas Enk
Mona Falkner
Patrick Pitter
Hannah Langes
Ambassadors:
Simon Gritsch
Tobias Wörner
Judy Geiger
Video Production:
Mirko Paoloni
@mirkopaoloni
Project Lead & Production:
Nico Hartmann
Season Collective
The Outcome
Content That Lasted Beyond The Weekend
The project delivered a complete collection of athlete portraits, lifestyle imagery, riding photography and social media assets that supported CLWR throughout the winter season.
While some content was used immediately to promote the Box Kit collection, much of the material continued to appear across channels for months afterwards.
More importantly, the project strengthened relationships within the Alps Team itself.
New connections were formed, existing friendships deepened and the community around the brand became stronger through a shared experience rather than a marketing campaign alone.
The content was valuable, but the relationships built during the weekend were ultimately the most meaningful outcome.
Built by People, Driven by Passion
Where Ideas Come to Life
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