• January 25, 2008

Chrysler's Jeep brand, which has been a sponsor for six years of ESPN's Winter X Games, will bring its "Tag Shop" back to the events to promote vehicles like Wrangler and Liberty and the brand's year-old "Have Fun Out There" tag.

At Jeep's "Tag Shop" consumers can personalize gear and get autographs signed by snow and wheel athletes like skateboarder Tony Hawk and snowboarder Gretchen Blieler. The company, which will have its temporary store at Buttermilk Mountain in Aspen, Colo., this week, introduced "The Tag Shop" at last year's games.

At the two-story venue--meant to look like a garage, replete with graffiti murals--consumers can bring their skis, boots, clothes and gear to get them tagged by graffiti artists. Another area has a DJ booth and VIP reception area. The company is using the venue to show off its 2008 Jeep Liberty and a Jeep Wrangler Unlimited.

In addition to the tag shop, the Jeep brand will be represented throughout the venue with signage, billboards, competitor bibs, PA announcements and vehicle displays, including two wrapped Jeep Liberty vehicles that will be awarded to the top male and female athlete of the games. Jeep advertising will also be prominently featured during the live event telecast, on radio and in ESPN The Magazine.

--Karl Greenberg