GoPro and Freeride World Tour Partner to Deliver New YouTube Series
MWN-AI** Summary
GoPro, Inc. (NASDAQ: GPRO) has announced an exciting partnership with the Freeride World Tour (FWT) to launch a new YouTube mini-series titled "Off the Record." This series aims to provide fans with a unique behind-the-scenes look at the athletes and the intense emotional landscape of the Freeride World Tour 2026 season. Utilizing GoPro's latest technologies, including the HERO13 Black Ultra Wide Edition and MAX2 360 cameras, the series will bring viewers closer to the action and the personal narratives that typically remain unseen.
The series will highlight the experiences of elite athletes, showcasing their preparation, pressure, and passion as they compete at the highest level of freeride skiing. Rick Loughery, GoPro's Senior Vice President of Global Marketing and Digital Commerce, emphasized that "Off the Record" captures the human side of the sport, allowing fans to intimately connect with the athletes both on and off the mountain.
Featured athletes, including Justine Dufour-Lapointe and Marcus Goguen, bring their unique skills and stories to the forefront, enriching the narrative of the series. As the official camera partner of FWT for over a decade, GoPro continues to revolutionize how freeride skiing is presented to fans, making the experience more immersive.
The series will debut on the GoPro Snow YouTube channel, with the first two episodes focusing on stops in Baqueira Beret and Val Thorens. New episodes will be released weekly after each FWT event, ensuring ongoing engagement for fans eager to dive deeper into the world of freeride skiing. This collaboration not only strengthens GoPro's brand presence but also showcases exhilarating moments in action sports.
MWN-AI** Analysis
The partnership between GoPro, Inc. (NASDAQ: GPRO) and the Freeride World Tour (FWT) to produce the new YouTube series "Off the Record" represents a strategic move to enhance brand visibility and deepen consumer engagement in the competitive outdoor sports market. For investors, this collaboration highlights GoPro's continued relevance in the action camera sector, especially as it adapts content strategies to leverage digital platforms.
The "Off the Record" series aims to humanize the sport of freeride skiing, showcasing raw emotions and athleticism—elements that resonate well with GoPro's core customer base. By featuring top athletes and providing behind-the-scenes insights, the series has the potential to boost audience engagement and drive subscriptions and viewership to GoPro's digital channels, enhancing brand association with adventure and lifestyle.
From a financial perspective, GoPro's reliance on content-driven initiatives may serve to counteract declining hardware sales, especially in a market saturated with alternatives. As the company continues to innovate in camera technology, with HERO13 Black Ultra Wide Edition and GoPro MAX2 360 cameras, the partnership can also serve as a platform for testing new product features in a real-world context.
However, investors should monitor potential challenges, including increased competition from smartphone cameras and other action camera brands that may also seek to capitalize on social media and digital content delivery. As such, it will be crucial for GoPro to differentiate its offerings and maintain a strong brand identity.
In summary, the collaboration with FWT signals a positive trajectory for GoPro, maximizing content creation and audience engagement strategies. Investors should consider the company's ability to navigate market dynamics while leveraging its unique partnerships as a gauge for future growth. Long-term holders may find potential in this strategic pivot, particularly if supported by strong sales and increased digital content engagement metrics.
**MWN-AI Summary and Analysis is based on asking OpenAI to summarize and analyze this news release.
PR Newswire
New "Off the Record" Video Series Provides Raw, Unfiltered Access to Freeride Skiing's Ultimate Competition
SAN MATEO, Calif., Feb. 10, 2026 /PRNewswire/ -- GoPro, Inc. (NASDAQ: GPRO) and the Freeride World Tour today announced a new mini-series titled "Off the Record" offering fans a behind-the-scenes look at the Freeride World Tour 2026 season. GoPro is the official camera of the Freeride World Tour (FWT) and has served as the tour's exclusive camera partner for more than a decade.
Shot on HERO13 Black Ultra Wide Edition and GoPro MAX2 360 cameras, Off the Record takes fans behind the scenes to experience the athletes' tension before their runs, the bonds and emotional support the athletes provide one another and the authentic moments that shape the sport few get to see.
"After more than a decade of partnership, GoPro continues to push how freeride is experienced by fans around the world," said Nicolas Hale-Woods, Founder & CEO of the Freeride World Tour. "Off the Record showcases the raw emotion, creativity and commitment that make the Freeride World Tour so special."
Each episode places the athletes at the center of the story, showcasing the preparation, pressure, and passion required to compete at freeride skiing's highest level. Shot from the athletes' point of view, the series brings viewers inside the live experience of freeride. With rare behind-the-scenes access, viewers get to see what usually stays off camera: the travel, the training and the immersed dynamics within the team.
Featured athletes include:
- Justine Dufour-Lapointe, competing in FWT's Ski Women for Canada. As a gold and silver medalist mogul skier turned freeride powerhouse, Justine is chasing a FWT threepeat after taking the titles in 2024 and 2025.
- Marcus Goguen, representing Canada in FWT's Ski Men and the 2025 FWT Champion. Known as a fearless young gun, Marcus brings an aggressive style and a willingness to throw big tricks, all in the pursuit of the podium.
- Max Hitzig, representing Germany in FWT's Ski Men. With his creative line choices, the 2024 FWT Champion is redefining what it means to ride with passion and creativity at the highest level of freeride skiing.
"Our athletes live and breathe this sport every day, not just during their runs," said Rick Loughery, Senior Vice President of Global Marketing and Digital Commerce at GoPro. "Off the Record captures the human side of freeride skiing, and GoPro's cameras put fans right there with them—on the mountain, behind the scenes and inside the moments that define a season."
Watch the first two episodes of Off the Record featuring the Baqueira Beret and Val Thorens tour stops and catch every episode on the GoPro Snow YouTube channel, with new episodes dropping each week after every FWT stop. Subscribe to GoPro Snow on YouTube and follow GoPro Snow on Instagram to learn when each episode drops.
About GoPro, Inc.
GoPro helps the world capture and share itself in immersive and exciting ways.
Connect with GoPro on Instagram, YouTube, TikTok, Facebook, X, LinkedIn, and GoPro's blog, The Current. Members of the press can access official logos and imagery on our press portal. For more information, visit GoPro.com.
GoPro, HERO and their respective logos are trademarks or registered trademarks of GoPro, Inc. in the United States and other countries.
About FWT
FWT Management SA is based in Verbier, Switzerland, and has been organizing premier sports events globally in mountain resorts since 1996. The company founded the Xtreme Verbier, an iconic event in freeride skiing and snowboarding and, in 2008, it turned this single competition into a prestigious series of worldwide events, called the Freeride World Tour (FWT). The company has since grown to include multiple competition series that fall under the FWT brand – including FWT Challenger, FWT Qualifier and FWT Junior – with events across all formats taking place in Europe, North America, South America and Oceania. Since December 2022, FWT is part of the International Ski and Snowboard Federation (FIS). Discover more at www.freerideworldtour.com.
SOURCE GoPro, Inc.
FAQ**
How does GoPro Inc. GPRO plan to leverage the popularity of the "Off the Record" series to enhance brand visibility and consumer engagement within the action sports community?
What metrics will GoPro Inc. GPRO use to evaluate the success of the "Off the Record" series on YouTube, and how do they foresee this impacting sales of their HERO13 and MAX2 cameras?
Given GoPro Inc. GPRO's long-standing partnership with the Freeride World Tour, how do they envision this collaboration evolving in future seasons beyond the current mini-series?
How will the unique storytelling approach in "Off the Record" differentiate GoPro Inc. GPRO from other brands in the action camera market and impact its competitive positioning?
**MWN-AI FAQ is based on asking OpenAI questions about GoPro Inc. (NASDAQ: GPRO).
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