Enthusiasm for the sport is a basic dimension of HEAD's brand image, at the same time, the significant characteristic of the HEAD consumer target group. Skiers in European cities like Frankfurt, Cologne, Berlin or Paris often accept an 8-10 hour drive just to be able to ski in the Alps over the weekend.The goal was to wake the city dweller's dream of skiing before the actual season begins, and to link the dream with the HEAD brand.

"HEAD understands the urban person, who is really thinking about the joy of carving while keeping fit with Tai Chi workouts."