June 3, 2025

Ski Season 2025: The Top Influencer Marketing Trends from the Slopes

Discover the top winter brands, influencers, and campaigns that drove $82.5M in Earned Media Value during the 2025 ski season with Lefty’s influencer marketing platform.

Skiing influencer

The 2025 ski season didn’t just bring fresh snow but a flurry of social media activity. From high-performance goggles to après-ski chic, creators turned the mountains into high-visibility marketing machines. And Lefty, the leading influencer marketing platform for lifestyle and fashion brands, tracked it all.

Ski Influencer Archetypes Shaping Campaign Strategy

Whether you’re a fashion label, performance gear brand, or outdoor tech company, this moment is ripe for creator-driven storytelling.

Methodology: How Lefty Measures EMV Performance

Influencer marketing for skiing

What Is EMV?

Earned Media Value (EMV) quantifies the visibility your brand earns organically—measuring what it would cost to buy the same exposure via ads. Lefty calculates EMV using estimated impressions and a CPM benchmark of $100.

Formula:

EMV = (Impressions * $100) / 1000

What Content Was Analyzed?

  • Platform: Instagram
  • Format: In-feed posts only (photos, reels, carousels)
  • Time Period: January 1 to March 1, 2025
  • Influencer Sample: 7,200 profiles with 10K+ followers
  • Post Criteria: Only content with in-caption or in-post @brand mentions

Brands Included (17):

Oakley, GoPro, Goldbergh, Moon Boot, Moncler, The North Face, DJI, Salomon, Arc’teryx, Burton, Rossignol, Fusalp, Canada Goose, Patagonia, Xbionic, Helly Hansen, Vuarnet

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Top Winter Sports Brands by EMV Performance

Oakley, GoPro, and Goldbergh led the season, commanding nearly half the total EMV. Their success stems from tapping into creator communities across extreme sports, videography, and luxury travel.

BrandOakley
EMV
$15M
BrandGoPro
EMV
$13M
BrandGoldbergh
EMV
$10M
BrandMoon Boot
EMV
$9.2M
BrandMoncler
EMV
$8M
BrandThe North Face
EMV
$7.7M
BrandDJI
EMV
$6.7M
BrandSalomon
EMV
$5.8M
BrandArc'teryx
EMV
$3.8M
BrandBurton
EMV
$2.9M

Top Ski Season Brand Collaborations in Influencer Marketing

Some of the season’s most engaging content came from brand collaborations that blended functionality with fashion-forward appeal

Skims x Nike influencer marketing

The North Face x Skims

Kim Kardashian’s Skims brought its sleek aesthetic to technical outerwear. The minimalist, gender-neutral designs gained traction with both high-fashion creators and slope-savvy athletes.

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Moncler x Moon Boots influencer marketing

Moncler x Moon Boot

This European collab fused luxury and legacy, creating cold-weather footwear that was both Instagrammable and wearable. It resonated especially well among fashion influencers in France and Italy.

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Sandy Liang x Solomon Influencer marketing

Salomon x Sandy Liang

A surprise hit, this NYC-meets-Alps collab mixed playful streetwear with high-performance gear. Influencers loved its youthful vibe and cross-genre storytelling.

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Rossignol x JCC influencer marketing

Rossignol x Jean-Charles de Castelbajac

Known for bold prints and artistic flair, this collab captured niche fashion lovers. The retro-inspired pieces became content centerpieces among design-forward creators.

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Influencer Overlap: When Brands Share the Spotlight

Influencers are most likely to mention several brands in a single post, using Lefty data we uncovered which brands were mentioned along one another the most often. Moreover, the top 5 brands ranked by EMV had the highest overlap in posts mentions.

More specifically, Moonboot, The North Face, and Oakley were mentioned the most alongside other brands, creating overlaps in EMV, and suggesting that there are significant commonalities in the audiences of creators mentioning these brands.

As a result, collaborative seeding strategies are no longer optional—they’re essential for maximizing EMV and cross-category relevance.

Moon Boot x Goldbergh: $1.2M EMV Overlap

The North Face x Oakley: $700K EMV Overlap

Oakley x GoPro: $345K EMV Overlap

Oakley x Arc'teryx: $273K EMV Overlap

The North Face x Moon Boot: $159K EMV Overlap

Ski Influencer Archetypes Shaping Campaign Strategy

Ski brands arenʼt just seen on the mountains—theyʼre making waves on social media, with ski influencers amplifying brand visibility and aligning with key consumer lifestyles.

Whether itʼs the Luxury Jetsetter, indulging in après-ski and fine dining; the Elite Athlete, showcasing high-performance gear in extreme conditions; or the Adventure Videographer, capturing cinematic descents that inspire their audience, these creators set the tone for the season.

Skiing influencer marketing

By analyzing the voices shaping the conversation, we observe archetypes that align with the brandʼs strategy and core audience segments.

The Videographer

Most Likely to Mention – GoPro

GoPro draws in adventure-seekers, action sports athletes, and lifestyle influencers who showcase and share adrenaline-fueled moments.

The Types of Videographers

  • Action sports enthusiasts
  • Travelers and adventure seekers
  • Lifestyle influencers

The Top Skiing Videographer Influencers

Capturing high-altitude thrill rides and scenic drone footage, these creators turned action into awe. Think posting reels that double as ads.

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The Alpine Trendsetter

Most Likely to Mention – Goldbergh

Goldbergh attracts affluent, style-conscious women who blend performance and fashion in winter sports and après-ski.

The Types of Alpine Trendsetters

  • Affluent winter sports enthusiats
  • Active urban women
  • Fashion-conscious consumers

The Top Alpine Trendsetter Influencers

Think après-ski, Dior sunglasses, and chalet backdrops. These creators brought winter luxury to the fashion crowd.

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The Action Sports Maverick

Most Likely to Mention – Oakley

Oakley draws in daring adventure seekers & extreme sports enthusiasts, Millennial and Gen Z action sports fans and performance-driven athletes who share boundary-pushing exploits.

The Types of Action Sports Maverick

  • Extreme sports & outdoor fans
  • Millennial/Gen Z action sports fans
  • Tech-savvy/High performance athletes

The Top Action Sports Maverick Influencers

From Olympic medalists to rising snowboarding stars, these athletes showed off their edge while boosting EMV.

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The Skicore Fan

Most Likely to Mention – Salomon

Salomon draws in elite winter athletes, outdoor adventure enthusiasts, and recreational skiers who value premium performance gear and technical innovation for conquering the slopes.

The Types of Skicore Fans:

  • Competitive snow sports athletes
  • Outdoor and adventure sports fans
  • Resort skiers

The Top Skicore Fan Influencers

Resort skiers, mountain racers, and alpine nerds—they value gear performance, and it shows in their content, driving niche engagement.

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Why Ski Season Drives Influencer Campaign Success

Ski season content is a multi-category opportunity that blends fashion, tech, lifestyle, and performance. From drone videos to resort-ready outfits, creators know how to leverage the cold to generate warm engagement.

With nearly 800M impressions and $82.5M EMV in just two months, the ROI potential is huge—and Lefty makes it easy to track, optimize, and scale.

FAQs About Ski Season for Influencer Marketing

Have questions about how we gathered the data or what it means for your brand? Here’s everything you need to know.

  • EMV (Earned Media Value) is the estimated value of advertising spend equal to the amount of social media visibility a post generates, calculated by multiplying impressions by a $100 CPM.

  • Ski season offers a visually rich setting that aligns with multiple verticals—luxury, sports, lifestyle, and tech—making it ideal for brand storytelling and audience engagement.

  • While outdoor and fashion brands are natural fits, tech companies (like GoPro and DJI) and beauty, wellness, and travel brands can also gain traction through smart partnerships and seasonal relevance.

  • By casting creators that match your target audience and pairing with complementary brands in collaborative content, you can maximize visibility and EMV in high-engagement moments.

  • That depends on your audience. The strongest campaigns often do both—blending high-performance product seeding with lifestyle-focused storytelling from fashion-forward influencers.

  • The best-performing campaigns start scouting and seeding as early as September. Lefty’s Discover and Campaign tools can help you identify and activate creators before peak season begins.

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