Subaru Expands Partnership With Adventure Lifestyle Company

Subaru of America is expanding its six-year agreement with ski resort operator Powdr, adding Subaru Motorsports to the mix. 

Subaru Motorsports USA is now the official partner of Woodward, an experiential action sports company that's part of Powdr’s adventure lifestyle portfolio.

In partnering with Woodward, Subaru Motorsports USA will inspire competition and help grow the next generation of action sports, according to the automaker. 

During the 2020/2021 season, the partnership features the Subaru sponsorship of Snowbird, Copper Mountain and Mt. Bachelor’s avalanche rescue dog programs, which includes training support for dogs and handlers, supplies and specialized equipment. 

Subaru also has designed and deployed custom outdoor chalet structures, called Subie Shacks, at various Powdr locations—offering guest amenities and Subaru owner perks such as prepackaged menu items, snacks and Subaru prizing. 



“Our shared passion for authentic adventure experiences has generated fun, innovative projects that drive value for both of our brands, and, most importantly, our customers,” Wade Martin, Powdr co-president, says in a release. 

The agreement also includes Subaru-branded perks such as Subaru VIP parking, Subaru concierge and shuttle vehicles, as well as “pop-up” surprises and activations designed to inspire adventurous Subaru owners. 

Additionally, through Powdr’s corporate responsibility “Play Forever” commitment, and the “Subaru Loves the Earth” initiative, the partnership has implemented green event practices that expand recycling collection and waste reduction with TerraCycle, as well as outdoor environmental ethics education with “Leave No Trace.”

Subaru WinterFest — the automaker’s annual multi-mountain destination and experiential lifestyle offering, including music festivals and live concerts — is expected to resume across the country next season. 

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