Thayers Expands Sponsorship to Introduce New Women’s Knuckle Huck Disciplines
Following a successful partnership between X Games and Thayers Natural Remedies during X Games California 2023, Thayers extends its partnership through X Games Aspen 2024 - coming January 26th to 28th. Thayers will continue as X Games’ first official partner in the beauty and skincare category.
Thayers will expand its partnership with X Games to include entitlement of Ski and Snowboard Knuckle Huck disciplines. A fan favorite, Knuckle Huck celebrates the stylish and creative side of snowboarding and skiing.
The brand’s support of the Knuckle Huck disciplines paved the way for the addition of women’s ski and snowboard Knuckle Huck events for the first time in X Games history. The addition of these disciplines equalize the competition offerings for male and female athletes.
"Thayers' presence at X Games California was more than just a perfect fit, it was the beginning of an iconic partnership," said Ashley Robbins, Vice President at X Games. "The brand’s unwavering commitment to our Women’s Ski and Snowboard Knuckle Huck events helped to ignite a new era for X Games and women’s action sports. Together we don't just elevate one entity; we elevate our entire spectrum of shared experiences and we couldn't be more thrilled to extend our partnership with this historic brand."
“Thayers’ unprecedented sponsorship of X Games California this summer was such a success that the brand couldn’t wait to come aboard for the Aspen Games in 2024 to take this partnership to the next level, notably our thrilling entitlement of the standout Knuckle Huck event including the introduction of the new women’s disciplines,” said Derrick Booker, Senior Vice President, Thayers US. “Bringing the hydrating power of our efficacious skincare products to some of life’s most action-packed moments speaks to the importance of taking care of your skin at any altitude!”
Thayers and X Games will once again bring an unparalleled interactive experience to fans at X Games Aspen with the on-site Thayers Apres Ski(n) Lounge. At Buttermilk Mountain, fans can enjoy a heated lounge complete with sample products, including the brand’s new Soak It Up Moisturizer, along with a chair lift photo opp and engaging content moments..
As a continuation from X Games California, Thayers will also partner with X Games to create unique content, including “Get Ready with Me” videos from top X Games athletes as well as hosting influential content creators onsite in Aspen. Thayers’ partnership will also debut the Thayers Stoke Meter, where hosts and fans can rate tricks during the broadcast and live stream.
Thayers Natural Remedies has been trusted for more than 175 years, building a loyal consumer fan base through a long-standing commitment to creating pure, effective, cruelty-free products of the highest natural quality. Known for its popular toning products and iconic red cap, Thayers is backed by science to level up skin, and fuses plant actives, like uniquely extracted witch hazel, with potent derm actives like hyaluronic acid. Thayers products provide real skin results with scientific proof by hydrating, cleansing, refining pores, and smoothing skin tone for better-looking bare skin.
About Thayers
Thayers Natural Remedies has been a trusted fixture in medicine cabinets for over 175 years. Created in 1847 by Dr. Henry Thayer, the brand has grown into the No. 1 toner in the United States with more than 100,000 5-star ratings. The secret? This ride-or-die skincare icon harnesses pure, natural extracts to create simple, effective, cruelty-free skincare through a combination of potent plant and derm actives. Whether toning, cleansing, or moisturizing, Thayers delivers scientific proof to improve skin quality. The Thayers OG alcohol-free toner formula combines a proprietary blend of Witch Hazel and Aloe Vera for instant and all day hydration while taking down pores. The result is better looking bare skin for all skin types and tones. Visit www.thayers.com or follow the brand on Instagram or TikTok.
About L’Oréal
L'Oréal has devoted itself to beauty for over 100 years. With its unique international portfolio of 34 diverse and complementary brands, the Group generated sales amounting to 25.8 billion euros in 2016 and employs 89,300 people worldwide. As the world's leading beauty company, L'Oréal is present across all distribution networks: mass market, department stores, pharmacies and drugstores, hair salons, travel retail, branded retail and e-commerce. Research and innovation, and a dedicated research team of 3,870 people, are at the core of L'Oréal's strategy, working to meet beauty aspirations all over the world. L'Oréal's sustainability commitment for 2020 "Sharing Beauty With All" sets out ambitious sustainable development objectives across the Group's value chain. For more information visit www.loreal.com.
Media Contacts:
X Games
Grace Coryell, grace.coryell@xgames.com
Thayers
Stacey White, swhite@coynepr.com
Caroline Aponte, caponte@coynepr.com