Partnership Aims to Expand Programming for Women & Girls at Summer Camps.
In 2022, Woodward, the global leader in action sports experiences, announced a brand-wide focus on the inclusion and empowerment of women and girls in action sports. In keeping with this commitment, Woodward announced today two new female Woodward Signature Athletes: iconic snowboarder Jamie Anderson and groundbreaking pro skateboarder Lizzie Armanto. With the goal of driving awareness and participation of women and girls in action sports, Woodward’s partnerships with Jamie and Lizzie will introduce a variety of Signature Athlete Experiences over the next several years. In addition, Woodward will be adding new programming aimed at welcoming more girls to Woodward West and Woodward Pennsylvania camps this summer.
“Jamie Anderson and Lizzie Armanto personify what Woodward stands for and how we hope to impact action sports moving forward in terms of creating more opportunities for women and girls,” said Woodward President Chris “Gunny” Gunnarson. “In addition to working with Jamie and Lizzie, we’ve added new programming at our summer camps specifically to encourage the participation of girls in action sports including girls-themed weeks, a new Roller Skate program and scholarships specifically for girls.”
Jamie Anderson has built a reputation as one of the best snowboarders in the world. Known for her snowboarding style and strength, Jamie gave the United States a gold-medal sweep in the debut of Olympic Slopestyle competition at the 2014 Sochi Games. She soared to victory in a near-flawless run to make history for the United States as the first-ever women’s Olympic Slopestyle Gold Medalist. In addition to her many career wins, Jamie has been giving back to the snowboarding community through her participation in a multitude of camps as well as her active hand in her own non-profit, the Jamie Anderson Foundation, which has provided more than 30 young winter sports athletes with equipment, clothing, season passes, and financial aid so they can travel to the USASA national competitions.
The partnership kicked off at Woodward Park City on January 22nd with a “Jamie’s Jam” event. Woodward and Jamie partnered with local non-profits Youth Sports Alliance and SOS Outreach to host ten underserved girls who received a private “Give Back with Love” premium experience with Jamie, which included a half-day private experience, lunch and getting outfitted with new gear from Jamie’s sponsors. Jamie’s Jam is the first of several unique events Woodward has planned with Jamie Anderson. Future events will include an on-snow Women’s event hosted by Jamie along with guest appearances at Woodward Copper’s Snowboard Summer Camp at Copper Mountain, Colorado.
“When I was nine, I was gifted my own hand-me-down, also, new-to-me snowboard gear, and it changed my life forever,” Jamie shared at the Jamie’s Jam event. “My goal is to cultivate the development of young riders, to bring girls together, and to celebrate snowboarding. I’m excited to partner with Woodward to continue to introduce snowboarding to more and more girls and help them believe in themselves on and off the mountain.”
Lizzie Armanto is one of the most groundbreaking women in skateboard history. She’s the first female to be featured on the cover of Transworld Skateboarding and is also the only female skater to successfully complete Tony Hawk’s 360 Loop, in addition to being featured as a primary character in Tony Hawk’s Pro Skater video games. With over 30 awards on her mantle, along with the first-ever Gold in X-Games Women’s Park competition in 2013, Lizzie’s path is setting the tone for generations of women in skateboarding.
Lizzie will host a themed girls’ week at Woodward Pennsylvania and Woodward West summer camps this summer, which will have unique co-developed activations focused on physical wellness, injury prevention, and kindness as well as girls-only skate sessions hosted by Lizzie. In addition, Woodward and Lizzie will collaborate with a non-profit to provide scholarships to underserved girls so they can attend summer camp and receive a private experience with Lizzie at camp. Future collaborations will include Lizzie-themed skate features, experiences, and merchandise at summer camp.
“Woodward has been instrumental in bringing action sports to the forefront and I’m really excited to be a part of their efforts to create more opportunities for women and girls to pursue skateboarding. Woodward has been a big part of my life throughout my career and I’m looking forward to sharing this experience with other girls from around the world,” said Lizzie Armanto.
As part of their partnerships with Woodward, Jamie and Lizzie will also join Woodward’s Women in Action Sports Advisory Council, where they will share their deep industry knowledge and lived experience as women in male-dominated action sports to enhance Woodward programming for women and girls. The Women in Action Sports Advisory Council seeks to enhance the status, representation, and opportunities for girls and women in action sports through Woodward branded experiences and advises Woodward on how to positively increase participation and awareness in action sports.
In addition to adding new Signature Athlete Experiences to its locations, Woodward is adding new women- and girls-focused programming. There will be eight, girls-themed weeks this summer at Woodward West and Woodward Pennsylvania which will offer specialized instruction from female professional athletes, inspiring girls–only sessions and engaging recreational activities like Grip Tape Art clinics and meditation. For a list of all the events including dates and times, visit Woodward.com to learn more.