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Sandra Halliday Published
January 19, 2025
Pentland Brands’ Ellesse label is moving back into the ski-wear market with a new AW22 winter sports line. And to support the debut, it has announced a three-year partnership with Tomorrowland Winter, the electronic music festival based in the Alps.
As the official sponsor, it will be working with the festival “to bring its rich heritage of fashion-meets-sport to the Alps”.
The festival takes place from March 19-26 and should see 18,000 people from more than 100 countries hit the slopes for a week of dancing and snowsports in the French Alps resort of Alpe D’Huez.
The brand will play host at the Crystal Garden by Ellesse stage where international DJs will be playing sets. They’ll include Afrojack, Kolsch and Dimitri Vegas, and Like Mike.
The firm’s re-entry into the world of ski apparel will see it exclusively unveiling that AW22 winter sports line at the festival. There will also be a specialist Ellesse pop-up shop selling the snow collection.
And “to further immerse festival-goers into the brand world, Ellesse will be hosting other surprise activations throughout the festival, encouraging attendees to ‘Be Bold’,” it said.
Alongside this, it will be curating specialist video content “showcasing the boldness of the brand on the slopes”, which will include Ellesse Snowsport ambassadors and will be available to view both throughout the festival and via its social media.
Global brand director Simon Breckon said: “Now, more than ever, people are looking for real life experiences that allow us to boldly live in the moment and express ourselves. This is why we’re so thrilled to announce our partnership with Tomorrowland Winter, an experience that celebrates unity and community.
“The festival brings some of the biggest DJS to the French resort and with it, a fun and sociable atmosphere that matches perfectly with our be bold and self expressive ethos. Ellesse is always at the heart of the party so we’re looking forward to the next three years at the winter festival.”