By Barry Janoff
Ocotber 6, 2014: Oakley has seen its products on athletes, playing fields, slopes and business, casual and competitive fields around the world for nearly 40 years.
Now, the sports performance lifestyle and equipment company is hitting big, small and second screens with Snowboarding: For Me, described as "a film that brings to life the unique relationship between its world-class snowboarding team and the sport and lifestyle they inhabit every single day."
With the help of some of the world's top snowboarders — including Shaun White, Mark McMorris and Ståle Sandbech — Oakley takes the action sport from the slopes to Hollywood with a national tour beginning later this month, to iTunes with an effort that plays up the sounds and tracks of snowboarding and then to TV, with an edited version scheduled to premiere on ABC’s World of X Games on Nov. 23.
Snowboarding: For Me seeks to channel the best of such iconic action-sports documentary films as The Endless Summer (1966, surfing), Touching the Void (2001, mountain climbing), Dogtown and Z-Boys (2001, skateboarding) and Pumping Iron (1977, body-building).
“In setting out to make Snowboarding: For Me, the aim was to provide our team of athletes — arguably one of the most diverse and prolific groups of riders ever assembled — a platform to tell their story, to express themselves through snowboarding and to inspire others with their creativity and passion for the sport,” Patrick McIlvain, vp-global sports marketing for Oakley, said in a statement. “What you’ll see on screen exceeds those goals. The movie taps into that internal craving we all have, whether a world-class snowboarder or newcomer, to get out and ride for love of the sport.”
Snowboarding: For Me, shot during the 2013-14 season, includes new and archival footage with first-person narrative from the likes of snowboarding pioneers Terje Håkonsen, Eero Ettala and JP Walker; Olympians White, McMorris and Sandbech; and backcountry specialists Jake Blauvelt and Nicolas Müller.
Marketing support includes a tralier spot, Internet, a dedicated Web site and social media.
“I want to inspire people to go ride, be creative, be yourself, have fun,” Müller said in a statement. “I know life is serious, but that’s why we have snowboarding.”
The film is scheduled to premiere at the Lido Theatre in Newport Beach, Calif. (Oct. 30), then open nationwide and globally over the following weeks. (Full scheduled below).
Oakley will make Snowboarding: For Me available for downloading on iTunes Nov. 4.
A version of the movie edited for TV is scheduled to air during ABC’s World of X Games on Nov. 23, in collaboration with ESPN.
In addition to snowboarding, Oakley has alliances in such sports as MLB (including Giancarlo Stanton, Matt Kemp, Miguel Cabrera) and Jose Bautista), golf (including Bubba Watson, Ian Poulter, Ricky Barnes and Zach Johnson), skiing (including Lindsey Vonn and Mikaela Shiffrin), tennis (Sam Stosur and the Bryan Brothers), surfing, BMX, triathlon and cycling.
Snowboarding: For Me International World Premiere Schedule
Oct. 30: Newport Beach, CA (Lido Theatre)
Oct. 31: Vancouver, B.C., Canada (Imperial Theater)
Nov. 1: Denver, CO (Sie Film Center)
Nov. 2: Toronto, Ontario, Canada (Bloor Hot Docs Cinema)
Nov. 4: New York, NY (Sunshine Cinema)
Nov. 6: London, England (TBD)
Nov. 7: Innsbruck, Austria (Metropol)
Nov. 8: Helsinki, Finland (Finnkino Tennispalatsi)
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