Ski Touring Is For Everyone
Behind the scenes of a manifesto campaign
At POMOCA, we have been manufacturing ski skins for over 90 years.
This is a historic expertise, developed over generations, with a single obsession: to enable skiers to move around the mountains with confidence, efficiency, and enjoyment.
But today, beyond performance and technical expertise, our mission has expanded. Ski touring is evolving, and so are those who practice it. The community is growing, profiles are diversifying, and ways of experiencing the mountains are multiplying.
Our role is no longer just to design products: it is also to support this evolution and help make ski touring more accessible, more open, and more inclusive, regardless of how it is practiced.
This conviction gave rise to the campaign
Ski Touring Is For Everyone
For some, it's a sport.
For others, it's a breath of fresh air.
A ritual, a personal challenge, a moment of sharing, or a break from everyday life.
Go fast or take your time.
Strive for performance or simply enjoy being outdoors.
Exploring, pushing yourself, or just reconnecting.
All these approaches have their place. And that's precisely what this campaign wanted to highlight.
A manifesto film built around intertwined portraits
The campaign takes the form of a manifesto film built around portraits. We follow several very different people in their daily lives: lives, jobs, bodies, and rhythms that seem far removed from one another.
Then, gradually, these paths converge in the mountains.
Everyone finds themselves outside, skins on their feet, each in their own style and at their own pace.
They start from what defines them in life...
to rediscover what unites them once they are in motion.
Each has their own life. Each has their own trail. But they share the same passion.
A film driven by people — with Pain Fromage
This film deliberately starts far from the heights.
It begins with everyday life: a job, a rhythm, a way of being.
The idea was to highlight each person's uniqueness before showing what brings them together: the same need to get out, get moving, and get some fresh air.
This approach took shape thanks to the Pain Fromage studio, whose creativity and storytelling skills greatly influenced the concept from the outset. Their professionalism on set, enthusiasm, and kindness made the collaboration both effective and enjoyable, resulting in a film that is understated, immersive, and faithful to the campaign's intention.
Gradually, the trajectories converge outside, barefoot, each at their own pace.
And that's where it all makes sense: the mountain leaves room for all ways of practicing.
An accurate and authentic photographic perspective
For the photography, we were fortunate to collaborate with the talented Alizée Quinche.
Her approach, both sensitive and authentic, was exactly what we wanted: genuine portraits, without excessive staging or caricature.
Her images highlight people as they are, in their own world, with their details, their codes, and their energy. They show the diversity of profiles and practices with simplicity, giving the campaign a strong visual identity.
A campaign that opens up space
Through these intertwined portraits, Ski Touring Is For Everyone affirms that ski touring is a deeply personal, multifaceted, and vibrant activity.
There is no right way to do it.
There is no standard to meet.
Everyone can find what they are looking for: pleasure, energy, balance... or simply the desire to breathe and reconnect with nature.
And ultimately, what matters is not being “up to the task.”
It's being outdoors.
Moving forward.
Feeling alive.
An invitation
This campaign is above all an invitation.
An invitation to recognize the diversity of backgrounds, bodies, and practices.
To break down barriers surrounding the image of ski touring.
To make more room. More freedom. More obviousness.
And to remind you, in a simple and natural way, that at POMOCA, we support all tracks, whatever paths you take.
Because the mountains don't ask us to be alike.
They don't judge our level, pace, or style.
They offer space to be ourselves.
Ski Touring Is For Everyone.
Your skin. Your track. Your way. Your Passion.