Fischer just released the first installment of its new freeski webisode series, starring freeski athletes Joss Christensen, Daniel Gassner, Fabian Braitsch, Brent Whipple, Christian Jenny, Matt Heffernan, Nils Niemeyer and Kyle Smaine. Being that this is a first for Fischer, we caught up with the company’s director of marketing, Matt Berkowitz, to get the inside scoop on the new series.
Can you explain the thinking behind releasing a Fischer freeski webisode series?
We certainly know this isn’t anything new or ground breaking, but have been working on getting more content together for a few years now as we’ve been building our freeski program. We’ve got a killer team of athletes riding some amazing products right now and really just want people to know it.
What’s happening in this initial episode?
This first episode features some of our international male park/pipe athletes such as Joss Christensen, Kyle Smaine, Brent Whipple, Christian Jenny, etc. All of these guys are riding the new Nightstick ski (which won a Freeskier Editor’s Pick) and of course our Vacuum Boots. It’s a compilation of footage from late last spring and this summer.
Are the webisodes going to be solely park focused? Or can we expect some big-mountain and backcountry shred, too?
No, definitely not all park. We will be releasing three more episodes before the new year and they will all be quite different. We have some amazing big-mountain and backcountry athletes like Lynsey Dyer, Sven Kueenle, Suz Graham, Niki Salencon, and many more so keep your eyes out for new stuff featuring them.
In regards to the release of the web series, what’s the end goal for you?
To be honest, our goal is really to show people what we’re all about as a brand, because many only see us as a race brand. Fischer doesn’t always get the play that a lot of the big brands do in the media, so hopefully this will help get our message out a little more. Most people have no idea that Fischer has been an independent, family owned company since it was founded in 1924, which we are really proud of.
Is this something that Fischer is going to continue doing in future seasons?
Absolutely. For the past couple seasons we have put out a promo team DVD mostly for retailers and giveaways, but as you can imagine it’s a fairly limited reach. We are in a good place right now with our products and athletes to be constantly producing rich media, so that’s a focus for us.
What’s else is new?
You’ll be seeing some new, really innovative products coming out for 2014/15 in the freeski segment from Fischer. Vacuum Boot technology, which has been a true sensation for us, will continue to progress, as will the ski lineup.