Hot Sheet: Nike, fast laps, RED and big EpicQuest hire

Nike wants to blow up the action sports industry with its new 'The Chosen' campaign, which it is billing as 'Just Do It' for shredders. Plus RED's getting cozy with Ski Vermont and Walter Bruns has the most awesome job in the world.
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Action sports are about to get a lot more play in the mainstream, courtesy of Nike’s launch of ‘The Chosen,’ which the mega-brand is billing as a new global ‘Just Do It’ campaign featuring snowboarders, skiers, surfers and skaters. The centerpiece of the campaign is a film featuring skater Paul Rodriguez, snowboarder Danny Kass, and surfers Julian Wilson and Laura Enever. The film was shot all over the world at night and features lighting and pyrotechnics reminiscent of a live rock concert. The campaign will include a Facebook-based video contest, where winners will be determined primarily by fan support.

“’The Chosen’ represents a new voice for Just Do It, a passing of the torch to the next generation of sports heroes,” said Davide Grasso, Nike's Vice President of Global Brand Marketing. The film will air on TV on Sunday, June 5 during Game 3 of the NBA Finals at 8 p.m. ET. The 3-D version will air at cinemas nationally over the 4th of July weekend. Check out nike.com/chosen.

Cooking fast laps at Men's Speed Camp

The U.S. Men’s Speed Camp is going full throttle at Mammoth Mountain. Veterans such as Marco Sullivan and Steven Nyman are going hard according to reports, and the new guys are pushing them. “The young guys were completely willing to throw down in May - they're definitely eager,” said newly named speed Head Coach Forest Carey. “We free skied a few days with over three feet of fresh powder and trained full-on downhill and super G training in some pretty bumpy snow with flat light towards the end. It was a good mix.”

Some of those young guns include Wiley Maple, Will Gregorak, and Tommy Biesemeyer. Thanks to incredible late season snow conditions, the Team was able to run near full-length downhill and super G from the top of the cornice. The opportunity was a huge bonus for a crew that missed a good portion of speed training last summer due to rough weather in New Zealand. 

Vermont signs with hometown RED as official helmet and goggle brand

Vermont-based Anon Optics and RED Protection brands will headline the 2011-12 season as the Official Goggles and Helmets of Ski Vermont. Together, Ski Vermont, Anon Optics and RED Protection will reach out to millions of winter enthusiasts from around the globe looking for the authentic winter experience Vermont has to offer. “RED and Anon share our commitment to fun, high quality and diverse winter experiences on the slopes, in the deep backcountry and at the après party,” Ski Vermont Marketing Director Jason Gibbs said. The partnership includes social media campaigns, media events, print/web collateral and mutual endorsements of initiatives aimed at expanding the number of snowboarders and skiers, such as January’s Learn to Ski and Snowboard Month and the Fifth Grade Passport.

Walter Bruns named president of EpicQuest

Walter Bruns has been named the new president of EpicQuest after 25 years with Canadian Mountain Holidays. Starting in the industry as a van driver, Bruns was promoted through the ranks under the tutelage of legendary heli-skiing pioneer Hans Gmoser, and would eventually become president of CMH. He will assume management responsibility for all skiing operations, overseeing the daily operations of the company's teams based in Girdwood, Alaska, and Sun Valley, Idaho, and also will oversee the development and management of new ski programs elsewhere around the world.


Bruns said, “Skiing, mountains, guiding and the heli-ski business have been my passions in life. That is exactly what EpicQuest is all about, and much more. It is a tremendously exciting and new opportunity to build the dream into reality.” Mike Overcast will continue to oversee the programs at the Tordrillo Mountain Lodge. Chris Owens will continue to oversee EpicQuest’s public relations and strategic partnerships. Dave Hamre remains a senior advisor and consultant to the company.

--Peter Kray

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