Last week Dragon celebrated their 30th birthday with a party at Holly Go Lightly in Jindabyne. The “who’s who” of the AUS snow industry turned out in force along with many of Dragon’s own Aussie team riders – past and present. The anniversary festivities not only commemorated three decades of innovation and challenging the status quo but also highlighted the enduring relationships with athletes and retail partners that have been at the heart of Dragon’s success.
Dragon has always been focused on building long-lasting relationships with its athletes, so it was rad to be able to see OG Dragon athletes like Charles Beckinsale sharing his experiences with the current crop of up-and-coming shredders like Tom Dewar, Gus Bald, and Brock Ibbotson among many others. “It’s special showing that when you sign with Dragon, you can stay with us for a long time. It isn’t just about winning to us. If you look at our global team, people have been on the team for 25+ years. That’s pretty rare nowadays!” said Dragon’s Marketing Coordinator – Ged Adams.
These athlete partnerships have been vital in developing products that resonate with the needs of athletes and enthusiasts alike. The celebration served as a testament to the mutual trust and respect between the brand and its athletes/ambassadors, including Dragon’s ‘Who is She’ winners who were in attendance on the night, bringing the same energy they show on hill to the après session.
The event also saw the enthusiastic participation of esteemed retail partners, whose unwavering support has been instrumental in bringing Dragon’s premium products to the global market. It was great to be able to celebrate with the very people who have been quintessential in making the Dragon brand what it is the last 30 years.
Additionally, the bar staff at Holly’s delighted attendees by offering a tasty little treat in the form of a special Dragon branded ‘Coast’ seltzer collaboration, the brand has cooked up with the legends at Blackman’s Brewery to mark the all-important milestone year. The delicious ‘Dragon Fruit and Lime’ beverage never really stood a chance and these custom cans got deleted pretty quickly.
With tunes spinning until close, it was pretty safe to say it went off with a bang. Sore heads ensued the following day, but with the forecast calling for pretty firm conditions on hill the next day, no one had to rush and the extra coffee, bacon and egg roll, or mimosa (among many hangover cures of choice) were sampled before sunny spring-like laps together in the afternoon were the perfect way to shake off the last of the dust.
So, Cheers to 30 Years and here’s to many more. To check out more pics of the event, head over to the Instagram page of @whoisphoto
