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virtual events

where marketing works - virtually

Adaptive Spirit Athletes

Adaptive Spirit is the largest source of funding for the U.S. Paralympics Ski and Snowboard Team. Founded 25 years ago, the annual event has raised more than $19M, touching thousands of lives and giving the team the opportunity to remain one of the top adaptive ski teams in the world.


Since 2005, S&D has developed the event theme and all event-related collateral, with more than 50 tactics annually ranging from direct mail and digital assets to youth marketing and on-site wayfinding.

After having to cancel the event in 2020, Adaptive Spirit determined the show must go on in 2021, even though the pandemic was still a very real concern.

As the Team prepared for the 2022 Beijing Olympics, Adaptive Spirit was critical for fundraising for these athletes - S&D needed to find a way to showcase them and their success to raise funds and awareness. And the industry needed the sense of community and connection they gain from annual Adaptive Spirit events. 

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S&D coordinated, produced, and promoted AS2021 - a three-day hybrid/virtual event with all the excitement and camaraderie as the on-mountain events of the past. Participants had access to live, interactive keynote speakers, curated content they could access at their convenience, athlete features and interviews - even family events and cocktail parties - all safely from home.  

Sponsors and participants accessed content and networked via the AS2021 portal, created and managed by S&D on an ON24 platform. Live content with audience participation, networking and Q&A sessions were complimented by archived on-demand content, family-friendly videos and exclusive athlete profiles. Conference attendees enjoyed the same high-quality levels of speakers, content, panels, and brain trust sessions for which in-person AS events are known.

the event platform

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The AS2021 interactive platform offered educational, social and fundraising opportunities - even a silent auction and cocktail-making session!

The virtual event program guide

AS2021 is just one example of how S&D steps back and examines problems to discover a completely new approach. The event actually reached a larger audience than in-person events. Because participants could enjoy many sessions on their own schedule, we made a greater impact than only being able to reach those with the ability to travel. 

Most importantly, we generated necessary donations for the U.S. Paralympics Ski and Snowboard Team - close to half a million dollars in a matter of days - creating opportunity for the inspiring athletes that are the reason for the entire event. 

We believe hybrid/virtual events are here to stay. They're simply able to reach a wider audience for greater impact. We'd love to help you with yours. 

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