Introduction
SNOW · PERFORMANCE · APPAREL
There is only one Candide Thovex, a freeskiing legend and filmmaker who continually pushes limits beyond reason. In 2020, Thovex introduced his namesake brand, CANDIDE, and selected ECHOS as the North American agency to launch the collection. The goal was to build a brand identity as iconic as the athlete himself, rooted in performance, sustainability, and Thovex’s signature unconventional style.
Services provided:
– Brand Strategy & Positioning
– Public Relations & Media Relations
– Influencer & Athlete Seeding
– Product Testing Programs
– Content Strategy & Storytelling
The Challenge:
While Candide Thovex’s name carries immense weight in the snow sports world, the apparel line needed to prove it was more than just a “celebrity” license. We had to ensure the market recognized the CANDIDE C1 Line as technical, high-performance gear capable of withstanding elite-level use, while simultaneously supporting a direct-to-consumer sales model and the brand’s flagship retail presence in La Clusaz, France.
Approach
We focused on the technical rigor behind the brand, highlighting the extensive design, testing, and material finalization process. Our strategy centered on getting the product into the hands of those who could push it to its limits:
– Strategic Seeding: We implemented a massive seeding program, placing the apparel and accessories with influential skiers and snowboarders across North America to build organic credibility.
– Technical Media Engagement: We moved beyond lifestyle features to engage high-authority technical reviewers, ensuring the “quality, fit, and feel” were the primary talking points.
– Multi-Season Momentum: By design, we executed a secondary seeding push toward the end of the first season. This “long-game” tactic primed the market for the subsequent C2 outerwear collection and ensured CANDIDE was front-of-mind for the following year’s Winter Gear Guides.
Key results:
– 50+ Media Stories placed in the introductory year alone.
– 25.4 Million total audience reach.
– Direct-to-Consumer Growth: Generated a groundswell of interest that fueled the brand’s global DTC platform and brick-and-mortar success.
– Gear Guide Integration: Successfully secured placements in major annual buyer’s guides by leveraging a multi-phase media testing strategy.
Highlight coverage:
– Authority Features: Deep-dive reviews and features in FREESKIER, Men’s Journal, and The Red Bulletin Magazine.
– Innovation Validation: Secured coverage in WIRED and BLISTER, highlighting the technical sophistication and material innovation of the C1 collection.
– Niche & Mainstream Synergy: Balanced core endemic snow media with lifestyle publications to broaden the brand’s reach beyond the freeskiing community.
