by Natasha Lair
Last updated: 10:10 AM ET, Wed April 23, 2025
KLM Royal Dutch Airlines has named snowboarding legend Mark McMorris as its Canadian brand ambassador in a newly announced three-year partnership.
The collaboration launches with a video that follows McMorris on a journey from Amsterdam to Calgary, culminating in a visit to Banff Sunshine Resort—a place that holds deep personal significance for the Olympic medalist.
The film captures McMorris’ approach to travel and his connection to the outdoors.
“When you represent something bigger than yourself – your family, your team, your country – you realize the weight of every step you take,” McMorris says in the video.
“You're not just traveling for yourself. You're carrying their hopes, their dreams, their stories.”
McMorris is among the most decorated snowboarders in the world, with a career that includes three Olympic medals, 24 X Games medals, and four US Open Championship titles. Off the slopes, he’s also known for using his platform to promote inclusivity in sport and for his charitable work through the McMorris Foundation, which has helped more than 4,000 Canadian children access sports.
“Mark’s experience and his involvement to inspire children through sport, perfectly aligns with KLM's values, and we are very proud to have him as our Canadian ambassador,” said Jean-Eudes de La Bretèche, Canada Country Manager for Air France KLM.
“His dedication to making a positive impact resonates deeply with our Travel Well trademark, emphasizing the responsibility to grow, learn, and connect.”
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