Launching a Brand on the Mountain

Most CBD brands launch with a website and some Instagram ads. La Balme launched with a race.

On the slopes of the La Balme mountain itself, world-class freestyle and freeride skiers competed under the new brand banner. Not as sponsors. As part of the story.

Building the Event

We directed the full brand activation. Identity systems carried across signage, athlete gear, and course markers. Social content captured the energy in real time. On-site experiences connected the product to the place it came from.

The launch was designed as a 360° system that lived on the mountain as much as it did online. Every touchpoint reinforced the same idea: La Balme isn't generic recovery. It's alpine recovery, tested where it matters most.

What It Achieved

The race rooted La Balme in extreme sports from day one. A distinctive identity, athlete ambassadors, and an event on one of skiing's most iconic mountains gave the brand instant credibility.

La Balme moved from a crowded wellness category into adventure sports, where they could own the narrative. That positioning gave them a foundation for what's next: new partnerships, expanded product lines, and more events that keep the brand connected to the culture.

The promise is simple. If the pros use it, you can recover like one.

See the full project: La Balme Case Study