Industry Press Release

Spyder Signs with Veteran Entertainment Marketing Agency UPP


Boulder, CO (July 19, 2012) — Spyder Active Sports, Inc., the Colorado-based manufacturer of premium technical ski apparel has just announced that it has signed with Burbank, California based entertainment marketing agency UPP Entertainment Marketing. Through their new partnership, Spyder and UPP will seek to expand the reach of Spyder’s marketing presence in response to an increased demand for its products within and outside the ski industry in recent years.

According to Russ Rowan, Spyder’s VP of Sales and Global Marketing, Spyder has for some time been actively seeking a strategic partner to help it continue the positive growth path it began when it underwent some much needed changes about three years ago. “After significant research and several discovery meetings, we engaged the services of veteran agency UPP, fully trusting that they will be able to assist us with branded integration, celebrity outreach, and brand exposure initiatives via the entertainment industry,” noted Rowan. “UPP will be working with us to make sure our products are being worn by the right people to gain maximum exposure for the Spyder brand, and ensure that our core brand identity is carried forward and not altered or diluted as we continue to grow,” said Rowan.

UPP, founded in 1978, specializes in helping its clients introduce and integrate their products into a variety of market landscapes through branded integration initiatives, entertainment public relations, product placement, celebrity seeding, and game show IDs. According to Steve Rasnick, Sr. Vice President of UPP, UPP is looking forward to the opportunity to leverage its industry expertise and innovative strategies to begin brand activations for Spyder within the various sectors of the entertainment industry, including film, television, fashion, and music “We are very excited for the opportunity to work with Russ and such an iconic ski brand. UPP will work closely with the team at Spyder to help build additional buzz for their line of premium ski and active wear in and around Hollywood.”

About Spyder Active Sports

Renowned for integrating high-tech fabrics, fashion and functionality, Spyder is the world’s leading skiwear and mountain-based apparel brand. Launched in 1978 with the development of revolutionary padded slalom race sweaters, the iconic brand continues to develop progressive apparel, season after season. Rigorously tested by top athletes across the world including the U.S. and Canadian Alpine Ski Teams plus big mountain, freeski, and park & pipe professional skiers. Based in Boulder, Colorado, Spyder products are distributed in over 50 countries worldwide. For more information and to view the current collection, please visit You can also follow and interact with Spyder on Facebook ( and Twitter (@SpyderAntidote).