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Volume 24 No. 181
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Gold Medal Winner Joss Christensen Highlights Icebreaker's Olympic Endorser Roster

The Hershey Co.’s Icebreaker mint/gum brand has signed seven athletes to lead its Pyeongchang Games campaign, including Gold Medal-winning freestyle skier Joss Christensen. The USOC sponsor has adopted as its social marketing tagline #UnicornMoment, which it is calling “a personal accomplishment sparked by a boost of confidence to take on challenges.” The brand will invite consumers to share their own “unicorn moment” and follow the athletes on social media, and will plan live activations with help from U.S. Ski & Snowboarding (which Icebreaker also sponsors) and the USOC. Along with Christensen, the other athletes include ice dance sibling team Maia and Alex Shibutani, cross country skier Jessie Diggins, snowboarder Red Gerard and freeskiers Devin Logan and Maggie Voisin. Terms were not disclosed.