Introduction
There is only one Candide Thovex: a freeskiing legend and filmmaker who continually pushes the limits beyond reason. In 2020, Thovex introduced CANDIDE, and ECHOS was selected as the North American agency to launch the new brand and apparel line built on a foundation of performance, sustainability and – of course – the unconventional Candide style.
Approach
While a name can go far, we knew that ultimately the quality, feel, fit and performance of the CANDIDE Collection needed to stand on their own, and we started early building out message points to reflect the huge amount of time spent by the CANDIDE product team to design, test, retest and finalize the materials ultimately delivered to the market in the CANDIDE C1 Line. We engaged key media for testing, seeding the apparel and accessories to skiers and snowboarders across North America, and setting the brand up for success with its direct-to-consumer sales as well as the CANDIDE store in La Clusaz, France.
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For the introductory year, we secured press coverage in FREESKIER, Men’s Journal, The Red Bulletin Magazine, WIRED, BLISTER and many others, creating a groundswell of consumer interest. By design, our seeding program included a push toward the end of the season, setting up CANDIDE apparel for features in the following season’s Winter Gear Guides as well as priming the market for the subsequent launch of the CANDIDE C2 outerwear collection.
