Beyond the slopes
How LAAX Open 2025 brought snow sports, community, and creativity together
Just a few weeks ago, under the crisp alpine air and the breathtaking peaks of the Swiss Alps, the LAAX Open 2025 once again cemented itself as one of the most important events in freestyle snow sports. More than just a competition, LAAX is a cultural moment—a celebration of the snowboarding and freeskiing community, where athletes, fans, and brands come together to push the limits of creativity, performance, and self-expression.
We caught up with Oakley at the event, a brand deeply embedded in the culture of action sports and lifestyle. For us, and for Oakley, LAAX Open was a chance to connect with the community on a deeper level, to contribute to the evolving narrative of snow sports, and to showcase our shared belief in the intersection of style and performance.
Up the mountain in the Zalando-branded Gondola, our very own Matt Glynn, Head of Strategy & GTM at Zalando Sports joined Marco Cassanmagnago, Head of Winter Sports at Oakley Global Brand Communications for a conversation about what makes LAAX so special, the power of brand partnerships, and why community-driven initiatives are the future of snow sports.
The magic of LAAX Open
Standing inside the Zalando-branded gondola, looking down at the slopestyle course and halfpipe carved into the mountain below, Marco summed up what makes LAAX Open the defining event of its kind in Europe.
"For us, it's the perfect combination of top-tier competition and pure culture. You have some of the best snowboarders and freeskiers in the world here, pushing the limits of what’s possible. But it’s not just about the competition—it’s about the energy, the people, the music, the fun times, and the experience. "
LAAX has long been known as a hub for freestyle culture, with world-class infrastructure designed for progression. The event serves as a melting pot where different disciplines all come together, making it a true mecca for winter sports enthusiasts.
“ It’s amazing to see the level of progression in freestyle snowboarding and skiing. The way these riders express themselves is pretty incredible—there’s such a strong connection between sport, creativity, and style. That’s something we at Zalando really identify with. ”
Matt GlynnHead of Strategy & GTM at Zalando Sports
Bridging the gap between brands and community
Beyond the spectacle of high-flying tricks and fierce competition, LAAX Open is also a meeting point for brands and their communities. Both Oakley and Zalando took this as an opportunity to actively engage with the people who live and breathe snow sports.
“ For Oakley, being here isn’t just about visibility. It’s about being present and supporting the snow community where they are, and by bringing real value. We want people to experience our products and technology, engage with our athletes, and feel like they are welcome to join as they are. No matter your skills or level, it’s about having fun, together. ”
Marco CassanmagnagoHead of Winter Sports at Oakley Global Brand Communications
A key part of this was Oakley’s Open Community Days platform, an initiative designed to give fans and aspiring athletes the chance to interact with professionals, learn from them, and receive first-hand tips and tricks. The programme, which has taken place in countries such as China, Japan, Korea, North America, Sweden, Norway, Italy, and Switzerland, aims to make snow sports more accessible and relatable. Through this initiative, professional athletes become informal coaches, breaking down barriers and making the sport feel more approachable.
For us at Zalando, our participation was about bringing value beyond just the competition. At LAAX we set up an Alpine lounge experience where visitors could browse products with interactive screens and choose different styles and get rewards. In the Alpine lounge, visitors were also invited to get creative with our “What do I wear?” challenge.
Trying out the gear
The "What Do I Wear?" challenge offered visitors an engaging, interactive experience where they could create their ideal outfits for a variety of occasions using a digital outfit creator.
A key focus for Oakley at LAAX Open was allowing people to experience their products firsthand, rather than just learning about them in a traditional retail setting.
"It’s all connected—when you feel good in what you’re wearing, you ride with more confidence. That’s why self-expression in snow sports is so important. We saw so many people engaging with the activation, and it just reinforced how much the culture values individuality." Matt Glynn
Product development and learning from athletes
“The fun part is that when we design these products with athletes, we’re not just solving their problems—we’re solving issues that the end consumer doesn’t even realize they have. That’s the exciting part, knowing that what we’re creating will make a real difference in how people perform.” Marco Cassanmagnago, Head of Winter Sports at Oakley Global Brand Communications
At the core of Oakley’s product development is a commitment to understanding the athlete’s experience. Before diving into product design, Oakley prioritises learning about the needs, styles, and passions of the athletes they work with. This personal connection allows them to develop solutions that are not only innovative but also directly relevant to their users.
Once athlete insights are gathered, the design process moves towards addressing their unique needs. Marco explained that by designing products alongside athletes, Oakley is able to solve problems that even the general consumer may not be aware of. The challenge is always about balancing performance with experience, ensuring that products withstand extreme conditions while providing the highest level of comfort and usability.
Oakley’s design principles are rooted in forward-thinking innovation. Every product must stand out in terms of both function and aesthetic. If an Oakley product were stripped of its logo, it should still be instantly recognisable—a testament to the brand’s distinctive identity. This commitment ensures that their products not only meet but exceed athlete expectations, setting new benchmarks in the industry.
Technological advancements like Oakley’s PRIZM™ lens technology exemplify this approach. Designed to enhance colour contrast and clarity, the technology helps athletes react faster and perform with greater confidence. The key to making these innovations accessible to consumers is experiential marketing—allowing people to test the products themselves rather than relying on technical explanations. By providing hands-on experiences at events like LAAX Open, Oakley ensures that consumers can immediately recognise the difference in quality and performance.
Three weeks on, the energy of LAAX Open 2025 still lingers. The event once again proved why it’s the ultimate gathering for the snow sports community—a place where competition, culture, and creativity collide.
For brands like Oakley and Zalando, it reinforced the importance of being authentically present in the spaces where their communities thrive. More than just partnerships, their involvement was about contributing to something bigger—whether through product experiences, interactive activations, or simply sharing the love of the sport.
As we wrapped up our gondola ride and stepped out into the snow, Marco summed it up best:
"At the end of the day, it’s all about connection. The connection between brands and athletes, between style and performance, between community and culture. That’s what makes LAAX Open so special—it brings it all together in one place.”