Prior to the World Championships 2017, Lindsey Vonn reached out to her sponsor Under Armour to address her interest in doing a PR appearance for the brand.  A great opportunity to reach plenty of media, but also a tricky one in terms of visibility and brand messaging. 

As Under Armour did not want to get their PR message lost in the mass of media events happening in St. Moritz at that time, something special was needed to attract the attention of the journalists on site.  Back then Lindsey Vonn was considered the most successful female alpine ski athlete ever. Her goal – mentioned in many media appearances: breaking Ingemar Stenmark’s all-time record of 86 World Cup wins. Although the topic was constantly in the media at the time, there had been no joint appearance of the two athletes in public until then. And there it was! Our “wow” effect to get the media’s attention. To underline Under Armour’s claim “I WILL” and to give the media a reason to report about the PR event we invited Ingemar Stenmark and created the first ever media event featuring both GOAT’s.