Live For It - The DPS Will and Testament

DPS is so confident their skis provide a legacy, they now come with a legally binding will and testament so you can pass them onto your heirs. The “Live For It - The DPS Will and Testament" campaign created by TDA Boulder positions DPS skis as not just a piece of sporting equipment, but a bequest to be passed down to the next generation.

About the “Will and Testament” Campaign
The "Will and Testament" campaign signifies a strategic shift for DPS, highlighting the exceptional engineering, craftsmanship, and aerospace-grade carbon fiber that make DPS skis built to last. The message is clear: these skis are not just an investment for a season but an heirloom to be cherished for generations. Designed for skiers of all levels, the campaign aims to resonate with skiing enthusiasts globally. While positioned at the high end of the market, DPS's commitment to quality makes their skis an asset for skiers at any skill level. The key message of the campaign is that DPS skis are built to last, potentially outlasting their owners. The theme revolves around the idea that these skis are not just a possession but an integral part of one's skiing journey.

The campaign utilizes digital platforms, video content, and experiential marketing, with a unique element being the creation of a DPS Will and Testament website, allowing customers to create their legally binding wills online. Each pair of skis will come with a QR code linking to the website, where customers can fill out and download their personalized, legally binding will. The primary markets for the campaign include ski regions across the United States such as Utah, Colorado, California, Vermont, and others.