Nov 08, 2010 at 10:28 PM
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Paul Mitchell Extends U.S. Ski & Snowboard Partnership Through 2014

John Paul Mitchell Systems has renewed its eight year partnership with the U.S. Ski and Snowboard Association (USSA). The four year extension makes Paul Mitchell the official hair care product of the U.S. Ski Team and U.S. Snowboarding.

"Paul Mitchell aligns with USSA because of its commitment to excellence. USSA athletes are focused, dedicated and give 100% in their effort to be the best in the world. They truly are great role models," said CEO and co-founder of John Paul Mitchell Systems, John Paul DeJoria.

Paul Mitchell is the title partner of the USSA's "Paul Mitchell Progression Session" series. The brand is also an associate partner of all freestyle World Cups and U.S. Championships, snowboardcross World Cups and U.S. Championships and all U.S. Snowboarding Grand Prix events. As part of the deal, Paul Mitchell will receive media units and VIP hospitality at official USSA events.

"Paul Mitchell has been one of the most engaged brands in marketing to a young demographic through action sports, including our Paul Mitchell Progression Session," said USSA's Chief Revenue and Marketing Officer Andrew Judelson. "Our U.S. Snowboarding and U.S. Ski Team athletes and major events are a great platform for brands like Paul Mitchell, as evidenced by the brand's long-term commitment to our action sports programs."

"Our "What inspires you?" campaign is about passion, creativity and personal experiences," said DeJoria. "USSA athletes prove that if you follow your passion and believe that you can achieve, anything you dream of is within your reach. They inspire us all to dream big!"

Paul Mitchell also provides support to individual athletes including Olympic silver medalist Lindsey Jacobellis, who can be seen in many Paul Mitchell advertisements.