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.
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
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
Read the Full Ski Report
Unlock influencer rankings, brand comparisons, and key performance indicators.
Download the ReportTop 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.
| Brand | Oakley |
| EMV | $15M |
| Brand | GoPro |
| EMV | $13M |
| Brand | Goldbergh |
| EMV | $10M |
| Brand | Moon Boot |
| EMV | $9.2M |
| Brand | Moncler |
| EMV | $8M |
| Brand | The North Face |
| EMV | $7.7M |
| Brand | DJI |
| EMV | $6.7M |
| Brand | Salomon |
| EMV | $5.8M |
| Brand | Arc'teryx |
| EMV | $3.8M |
| Brand | Burton |
| 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
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 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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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 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.
Learn moreInfluencer 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.
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.
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.
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.
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.
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.
What is EMV and how is it calculated?
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.
Why is the ski season a valuable time for influencer marketing?
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.
What types of brands benefit most from winter influencer campaigns?
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.
How can my brand stand out during such a crowded seasonal moment?
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.
Should we focus on luxury or performance in our winter campaigns?
That depends on your audience. The strongest campaigns often do both—blending high-performance product seeding with lifestyle-focused storytelling from fashion-forward influencers.
How soon should we plan for the next ski season?
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.
