For the very first time, the Winter X Games is making sure that its events have fairness between genders, all thanks to teaming up with Thayers Natural Remedies.
This skincare company has agreed to sponsor the event, which starts in Aspen, Colo., on Friday. Thayers will be in charge of the knuckle huck competitions, offering women freeskiers and snowboarders a shot at competing in it for the first time.
Kevin Katz, Assistant VP at Thayers Natural Remedies, said, “For Thayers, we stand for and provide better bare skin for everyone, and inclusivity is a big deal for us. We're a brand for everyone. We saw the chance to partner with the X Games and introduce the knuckle huck to women as a thrilling opportunity to explore, and that's why that event was particularly appealing for us.”
Thayers, a skincare company with a history of over 175 years, famous for its red-capped toner, first teamed up with X Games California last year in a deal managed by Coyne PR.
Katz mentioned that after that event, the brand witnessed some of its highest sales since it was acquired by L'Oréal in 2020. He added that the X Games offer the company chances to engage with Gen Z.
"Beyond sales, we were also able to delve deeper and truly enhance the relationship with the consumer," Katz said. "It opened up a lot of one-on-one communication on the ground."
In Aspen, Thayers' involvement will feature a branded chairlift, samples for athletes in the lounge, and an “Apres Ski(n)” lounge where spectators can discover skincare. Thayers will also have signs along the course.
Most importantly, it will provide female athletes with the opportunity to compete in the same events as their male counterparts, something the X Games did not always offer in the past.
For years, the X Games held big air competitions for male athletes but did not include them for women until 2017, just before that event debuted at the Olympics.
The X Games introduced knuckle huck, where athletes perform tricks off the knuckle of the jump instead of the kicker that sends them flying in the air, for men's snowboarding in 2019 and for men's freeskiing the following year.
"Simply having that equality factor, spotlighting female athletes, that's a significant part of it," said Ashley Robbins, VP at X Games.
“What we're doing with them is truly innovative. It's breaking new ground, and it's been a genuine partnership in bringing to life this incredible event and really working together to grow our brands.”