«Freeride Is A Lifestyle» Theme Inspires New Emakina Website


For the 7th Edition of the Swatch Freeride World Tour, the organizers decided to revamp the website.

Inspired by the concept “Freeride is not only a means to compete for glory or to make money, freeride is a lifestyle”, Emakina revamped the site’s digital ecosystem, creating a more engaging platform and increasing the number of photographs.

The new website is both modern and responsive and brings together the three different Freeride championships: the Freeride World Tour, the Freeride World Tour Qualifiers and the Freeride Junior Tour.

Since 2008, this international tour has featured the best freeride skiers and snowboarders.

This year, they will compete in four trials for the World Cup and in the grand finale, which will crown the world champions. This year’s season ended with the celebration of 20 years of the Verbier, Switzerland freeride event, “Xtreme of Verbier”.

A new structure and themes


To add more excitement to the new site, Emakina rethought its structure and identified the different thematic universes:

• The “race” at the core, bringing together the three different championships
• The “media house”, with photos and videos at the center of the platform
• The “club”, proposing various services: ski courses, discount tickets, clothing, e-commerce platform
• Corporate

From a technical point of view, the broadcasting of events and publication of results are achieved through the connection between the widely used tool Member Pro and the new CMS Drupal.

Media is managed through a workflow comprising Drupal and Lightroom (used by the photographers for event pictures). Videos are published on Dailymotion. The new site evolves as events change according to the season.

The tour creates its own media


An important added value to this new platform is the LIVE broadcast, livestreaming videos of the competitions. As a result, the Freeride World Tour can be its own media.

In two months, the website had 720,000 visitors from all over the world.

The Swatch Freeride World Tour is the only worldwide freeride skiing and snowboarding competition. It is held in partnership with Swatch and The North Face.

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