Industry News
DPS is so confident their skis provide a legacy, they now come with a legally binding will and testament so you can pass them onto your heirs. The “Live For It – The DPS Will and Testament” campaign created by TDA Boulder positions DPS skis as not just a piece of sporting equipment, but a bequest to be passed down to the next generation.
About the “Will and Testament” Campaign
The “Will and Testament” campaign signifies a strategic shift for DPS, highlighting the exceptional engineering, craftsmanship, and aerospace-grade carbon fiber that make DPS skis built to last. The message is clear: these skis are not just an investment for a season but an heirloom to be cherished for generations. Designed for skiers of all levels, the campaign aims to resonate with skiing enthusiasts globally. While positioned at the high end of the market, DPS’s commitment to quality makes their skis an asset for skiers at any skill level. The key message of the campaign is that DPS skis are built to last, potentially outlasting their owners. The theme revolves around the idea that these skis are not just a possession but an integral part of one’s skiing journey.
The campaign utilizes digital platforms, video content, and experiential marketing, with a unique element being the creation of a DPS Will and Testament website, allowing customers to create their legally binding wills online. Each pair of skis will come with a QR code linking to the website, where customers can fill out and download their personalized, legally binding will. The primary markets for the campaign include ski regions across the United States such as Utah, Colorado, California, Vermont, and others.
“We are thrilled to unveil this groundbreaking campaign for DPS Skis. ‘Live For It – The DPS Will and Testament’ not only showcases the exceptional quality of DPS skis but also positions them as a lasting legacy. We believe this campaign will redefine the way people perceive their ski equipment.”
— Zach Clayton, Global Marketing Manager, DPS Skis
About DPS Skis – The World’s Most Advanced Skis
DPS Skis is a leading innovator in the skiing industry, renowned for its commitment to quality, craftsmanship, and cutting-edge technology. With a focus on performance and durability, DPS Skis continues to push the boundaries of what is possible in the world of skiing.
In 2005, DPS was founded by partners Stephan Drake, a forward-thinking ski visionary, and veteran ski engineer Peter Turner. Both were inspired by the idea of fusing Design + Roots + Engineering to make perfect skis worthy of those who live and breathe the sport.
DPS is responsible for the world’s first and only pure pre-pregnated carbon fiber sandwich ski, the first 120mm-waisted powder pintail, the first rockered ski with sidecut, the Spoon – a convex three-dimensional shoveled ski with radical edge bevel, and PHANTOM, a paradigm-shifting permanent, one-time application base treatment that provides increased glide across all snow conditions for skis and snowboards.
DPS’ global headquarters is located at the base of the Wasatch Mountains in Salt Lake City, Utah, USA. Within its adjoining state-of-the-art ski factory, space age carbon technology is fused with groundbreaking shapes to create the world’s most advanced skis. Its products are sold on five continents, and it is the trusted brand of choice for serious skiers worldwide.
