The story of Alpsko Superheroes world began in 2018 when Ljubljanske mlekarne used fresh approach to combine athlete endorsements and Olympic sponsorship (NOC Slovenia) lifting their 8-year partnership with their ambassador Ilka Štuhec, World Downhill Champion, to a new level.
In 2020, Alpsko Superheroes team was joined by animated character of Žan Košir, 3-time Olympic medal holder in snowboarding, and Foxy, Team Slovenia’s Olympic mascot. Transformed Superhero athletes in the imaginative world of Alpsko mleko (milk brand), opened a new field of communication for the brand and younger audience – enabled storytelling, extensions for POS, internal communication and offered a perfect fit for the digital environment.
The sponsorship platform started developing its long-term potential. In the following seasons several activations under ‘Superheroes umbrella’ took place, including use of Chatbot, launch of Olympic licenced product and creation of two own branded content video/mobile games. Latest addition to the team Anamarija Lampič, Slovenia’s best cross-country skier switching to biathlon, was the main character of the 2023 winter campaign. Alpsko Superheroes campaign was shortlisted at 2022 European Sponsorship Association Awards (Best Sponsorship category) and won 2022 WEBSI Award (Mobile projects category).