While HEAD dominated the slopes with its skis, bindings, and snowboards, its sportswear remained under the radar in America. ALLY changed that narrative. Tasked with bringing attention to the Lindsey Vonn Signature Collection, KORE, and RACE apparel lines, we expanded HEAD's story beyond hardware excellence to include premium sportswear through strategic media partnerships, curated editor experiences, and the game-changing GUCCI Vault collaboration.
THE CHALLENGE
In America, HEAD meant world-class skis and snowboards—not sportswear. Despite producing technically advanced, fashion-forward apparel, the Austrian brand lacked visibility in the competitive U.S. lifestyle market. ALLY needed to earn attention from influential media and style leaders who had never associated HEAD with what you wear, only what you ride. This required crafting experiences exclusive enough to command attention and authentic enough to shift entrenched perceptions.
THE HOLISTIC APPROACH
ALLY designed a multi-layered strategy to position HEAD Sportswear as both a performance leader and a fashion-forward innovator.
Through thoughtfully curated press events, spanning virtual presentations, in-person showrooms, and exclusive gifting suites and styling sessions, we created immersive experiences that highlighted the brand’s heritage, design innovation, and premium positioning.
Every touchpoint, from event flow and visual storytelling to personal interactions, reinforced HEAD’s relevance to U.S. media and lifestyle audiences.
THE LINDSEY VONN LEGACY
At the heart of the activations was the Legacy Collection, designed in collaboration with Olympic champion Lindsey Vonn. Combining technical excellence with bold, fashion-forward design, the collection embodies performance and empowerment both on and off the slopes.
Lindsey’s presence at each event added star power and authenticity, reinforcing the brand’s connection to elite performance and aspirational style. Through her involvement, guests experienced firsthand the blend of athletic heritage and contemporary design that defines HEAD Sportswear’s evolving identity.
DESIGN & EXPERIENCE
HEAD Sportswear’s Winter collection previews came to life across three carefully curated activations. The experience began with a virtual press presentation at ALLY’s Downtown Los Angeles studio, bringing the collections vividly to life for a remote audience.
The first in-person preview in May 2022 at AG Studios in New York City offered a sleek, gallery-like environment where editors and stylists could explore each piece up close, all under the playful theme “Winter in Summer.”
Attention to detail extended from the collection itself to the event experience. Lindsey Vonn’s personal touches—like a note to her beloved rescue dog printed inside a jacket—were complemented by a key floral installation and photo op of white roses cascading like snowballs around collection pieces.
In summer 2023, we introduced the Winter 2023/24 collection, hosted at Greenwich Penthouse, blending chic sophistication with rustic mountain-lodge charm. Winter-inspired floral installations, vintage skis, “lift ticket” invitations with UBER codes, and an exclusive gifting and styling suite ensured each guest engaged with HEAD Sportswear’s team and Lindsey Vonn while experiencing the performance, design, and legacy of the collection.
Each activation was carefully orchestrated to highlight both design and performance. Guests could interact with collections through styling sessions, curated display areas, and one-on-one engagement with Lindsey Vonn and HEAD Sportswear representatives.
GUESTS & ENGAGEMENT
The events brought together editors, stylists, influencers, and industry insiders, including key figures from WWD, ELLE, Fox, Cosmopolitan, and Vanity Fair. Curated interactions allowed the audience to explore the Legacy and KORE collections, participate in interviews, and engage with HEAD Sportswear’s brand vision in both a personal and interactive way.
Guests were delighted by live custom illustrations depicting Lindsey and each attendee in a ski lift wearing pieces from the new collection, created on-site and signed by Lindsey herself, leaving attendees with unique keepsakes and a memorable, immersive connection to HEAD Sportswear.
PRESS & INFLUENCER SEEDINGS
ALLY hand-selected key opinion leaders, media contacts, and influencers to receive select collection items , ensuring consistent visibility and authentic promotion across U.S. and international markets, amplifying coverage of Legacy, Rebel, and KORE collections and the limited edition GUCCI VAULT.
Exclusive interviews, social posts, and features helped extend the reach of the collections beyond the events themselves, building awareness and excitement among a targeted audience of fashion, sports, and lifestyle enthusiasts.
RESULTS
The activations successfully positioned HEAD Sportswear as a premium fashion and performance-focused brand in the U.S., generating meaningful media coverage, influencer engagement, and strong brand awareness.
The curated, immersive experiences allowed the team to connect directly with key industry figures, leaving attendees inspired by the collections, the innovation behind them, and the legacy of HEAD Sportswear.
THE ALLY DIFFERENCE
As HEAD Sportswear’s U.S. partner, ALLY designed and executed a cohesive, multi-touchpoint strategy that balanced virtual and in-person experiences, creating a seamless narrative across platforms. By combining strategic planning, creative event design, on-the-ground execution, and comprehensive press and influencer seeding, we ensured each guest left with a deep understanding of the brand’s performance, design, and heritage.
We secured WWD's publisher and editor-in-chief as brand champions. Generated high-fashion media coverage without a major media budget. Connected HEAD to fashion editors who had never considered the brand beyond equipment. The GUCCI Vault partnership provided the ultimate validation.
The result: HEAD Sportswear earned its place in the American fashion conversation through relationships, not reach. For European brands entering America, ALLY knows which doors to open—and how to make them matter.
ROMAN STEPEK
Vice President HEAD Sportswear Global
“Partnering with ALLY has been instrumental in successfully launching and establishing our Legacy Line in the U.S. market Their strategic vision, deep market insights, and strong network across media and influencers have helped us connect with our audience in meaningful ways, driving brand awareness and engagement at an exceptional level. We truly appreciate their dedication and collaboration."