As winter approaches GB Snowsport, the organisation responsible for managing Britain’s Olympic and Paralympic ski and snowboard athletes, has released a campaign celebrating Britain's achievements in snowsports.

The  print and digital campaign highlights team GB’s achievements and longstanding history in international skiing and snowboarding.

Striking visuals of athletes on the slopes are accompanied by copy nodding to the extraordinary achievements of the athletes. Slogans such as: ‘For a country without mountains, we sure know how to conquer them’, ‘Our women have been at the top for years’ and ‘When it comes to moving mountains, we’ve been doing it since 1922’ pay homage to the athletes.

Designed in collaboration with creative agency, BMB, the ads feature imagery from photographer, Sam Mellish, and coach, Jamie Matthews, of athletes of British snowsport athletes including Freestyle Snowboard World Champion Mia Brookes.

The striking images and choppy copy celebrate the successes of Team GB while acknowledging that Britain isn’t a country that immediately springs to mind when audiences think of winter sport as snow isn’t always a common sight.

“We wanted the typography and art direction to reflect the adrenaline and energy of winter sports to help celebrate the remarkable athletes representing the UK,” explained Ted Smith, Head of Design at BMB.

The series of four print ads will appear across the Financial Times between now and early December. The sporting body’s partnership with the Financial Times will gain further exposure via the FT’s presence on GB Snowsports Alpine World Cup team’s 2024/25 race suit during the Alpine World Cup season.

The campaign aims to show the remarkable achievements of British Athletes by showing Team GB in motion, capitalising on the excitement of the Paris Summer Games to engage audiences ahead of the 2026 Winter Olympic and Paralympics.