October 12, 2023 – Boulder, Colo. – HEAD/Tyrolia, the world’s largest independently-owned ski and binding manufacturer, today announces its strategic partnership with Backbone, the country’s leading active lifestyle media agency. Backbone will be the PR agency of record for the brand, supporting HEAD’s continued growth within the U.S. in winter sports.
“Backbone’s love of snow sports and their many years of communications successes make them an ideal partner for us,” said Jon Rucker, President of HEAD/Tyrolia USA Wintersports Division. “This collaboration will help us to better support each of our current customers all while turbocharging our growth into additional winter sports categories.”
“HEAD is a category-defining brand that dominates from the World Cup race level down through high-performance skis for recreational skiers,” said Backbone Vice President of Public Relations, Ian Anderson. “We’ve seen what the brand has in store, and as a team of passionate skiers, we’re excited to join the team.”
For further information, please contact Marketing and Communications Manager, Julia Couperthwait, at juliac@us.head.com or Senior PR Account Manager, Annekë Efinger, at anneke.efinger@backbone.media.
About Head – see www.head.com
HEAD is a leading global provider of premium equipment & apparel for athletes and players, at all levels. We have five divisions: WinterSports, RacquetSports, Water Sports, Sportswear and Licensing. We sell products under the brands: HEAD (alpine skis, ski bindings, ski boots, snowboard and protection products, tennis, racquetball, paddle, squash and pickleball racquets, tennis balls and tennis footwear, sportswear and swimming products) PENN (tennis balls and racquetball balls) TYROLIA (ski bindings) MARES, SSI and rEvo (diving) LiveAboard (diving holidays, dive tours) ZOGGS (goggles, swimwear and equipment) INDIGO (skis, ski helmets, ski goggles, ski accessories, snowboards and other ski gear) Since our launch in 1950, we’ve achieved a reputation for cutting-edge design, engineering excellence and a passion for championing all sport, everywhere. World-class performance demands the very best equipment and that’s why, at HEAD, our purpose is to give athletes and players at every level, exactly what they need to win.
About Backbone
Backbone is the country’s leading active lifestyle media agency. For over 25 years, Backbone has partnered with brands big and small to develop and execute effective, integrated media strategies. Backbone has consistently been included on Outside Magazine’s “Best Places to Work” list with offices in Carbondale and Denver, Colorado. For more information, visit www.backbone.media.
