When FIS announced that athletes could wear sponsors logos on the sides of their helmets, it presented an opportunity for athletes to make more cash and build their visibility through brand ambassador partnerships. Atle Lie McGrath—arguably the most personable and popular young star on the circuit—had his share of offers but wanted a relationship that went beyond a paycheck and a logo. The 24-year-old explains: “I really wanted to be able to represent something that meant something to me that I could be very, very proud to be a part of.”