• by Fern Siegel , March 11, 2024

Leaving a will means the heirs will inherit some form of an estate. Often, the estate includes valuable items collected over a lifetime.

DPS skis views its sports equipment as a treasure. And the idea of its ongoing value is highlighted in two new spots that promote the brand's lifetime warranty with the tag: "Live For It."

"The DPS Will and Testament" campaign created by TDA Boulder positions DPS skis as more than sporting equipment. It's positioned as a "perfectly engineered" bequest to be passed down.

The spots are Legacy and Heirloom.

The campaign runs on digital platforms, video and experiential marketing. The primary markets for the campaign include ski regions across the United States, such as Utah, Colorado, California and Vermont.

Each pair of DPS skis will come with a QR code linking to the site, where customers can fill out and download their personalized, legally binding will.

“If more equipment lasted as long as DPS Skis, people in mountain towns would be leaving more gear to friends and family,” said Jonathan Schoenberg, executive creative director-partner, TDA Boulder. “This is a way to communicate durability, but my own will does have recipients of my cherished equipment, and I love the idea that DPS enthusiasts will do the same.”

DPS, founded in 2005, claims it created several firsts: the world’s only pure pre-pregnated carbon fiber sandwich ski; the first 120mm-waisted powder pintail; the first rockered ski with sidecut; the Spoon, a convex three-dimensional shoveled ski with radical edge bevel; and the Phantom, a one-time base treatment that provides increased glide across all snow conditions.

TDA Boulder's various clients include FirstBank, Rebel Ice Cream, Champion Pet Food and Keeper's Heart Whiskey.