Become a Member

Get access to more than 30 brands, premium video, exclusive content, events, mapping, and more.

Already have an account? Sign In

Become a Member

Get access to more than 30 brands, premium video, exclusive content, events, mapping, and more.

Already have an account? Sign In


Press Releases

Snowsports Industries America and bigtruck® Join Forces to Promote Active Lifestyles With New 2018 #lovewinter Campaign

SIA and bigtruck® release a unique, cobranded #lovewinter bigtruck® hat

Get access to everything we publish when you sign up for Outside+.

TRUCKEE, CALIF. – Jan. 19, 2018 


bigtruck®, the Lake Tahoe-based lifestyle brand known for its iconic headwear, and Snowsports Industries America (SIA) today announced a partnership to promote SIA’s #lovewinter campaign.

Known as the voice of the winter sports industry and community, SIA is a non-profit, member-owned trade association committed to increasing industry participation, growing a vibrant outdoor community and building the future of snow sports.

SIA’s #lovewinter campaign encourages people to get outside, stay active, and enjoy the winter months despite cold temperatures. Along with SIA’s Winter Trails initiative, a month-long initiative dedicated to helping people experience the physical, social, and mental benefits of being outdoors during the wintertime, the #lovewinter campaign is about inclusion, fun and being active.

To spread the message, SIA and bigtruck® partnered to release a unique, cobranded #lovewinter bigtruck® hat. The collaboration includes two different hat styles, both with a recognizable snowflake heart design, paired with bigtruck’s Brand ID, premium materials and distinctive interior trims and sublimations.

“This is a great collaboration to promote our love winter message of inclusion, fun and frivolity around winter activities. It’s a lifestyle message that yes, winter is a great time of year and being active is the way to embrace it. Truly, finding a partner brand that embodies this with SIA’s #lovewinter campaign couldn’t have been a better match.” Said Todd Walton, Director of Communications & Marketing of Snowsports Industries America.

“We’re thrilled to support the SIA Love Winter campaign as a brand partner,” adds Emily Deane, bigtruck® Marketing Manager. “We have such strong ties to the winter sports community, and we are eager to encourage inspired and authentic outdoor lifestyles. Wearing a bigtruck® SIA Love Winter hat shows dedication to adventure and exploration year-round.”

Along with the release of a new #lovewinter hat, bigtruck® will join SIA at the Outdoor Retailer + Snow Show with a mobile activation at the booth. Attendees can stop by the SIA booth 20035-SL January 25-27 daily at 3 pm to design a custom bigtruck® hat and enjoy an early happy hour.

About bigtruck®

bigtruck® designs and manufactures some of the most iconic headwear styles in the market. Their signature quality standard coupled with articulate, bold design language has become instantly recognizable and is pioneering a new perception of lifestyle headwear. bigtruck’s #funfirst tag line resonates with customers of all ages, demographics and geographies and has become synonymous with approachability, community and of course having fun. Headquartered near Lake Tahoe, Ca. and distributed world wide, bigtruck is a triple bottom line company that believes work life balance is foundational to building a great Brand.

About SIA

SnowSports Industries America (SIA) is the non-profit, member-owned trade association for the winter sports industry. SIA works year-round with snow-sports suppliers, retailers, resorts, reps, and service providers to develop products and programs that support individual and collective business needs. Through research, education, consumer outreach, retail support, and participation initiatives, SIA drives industry growth on every level. SIA also hosts the annual On-Snow Demo and the Industry + Intelligence Day, in addition to other events vital to the health of the winter-sports ecosystem. Learn more at