The new venture, which comprises Snowboard camps in the French Alps, will see the brand providing accommodation, professional instruction and equipment, as well as food and drink.
The first element of the campaign will be a website that goes live this month and will be supported by a series of activities to drive awareness and bookings.
The news comes as brands are looking to increase involvement with winter sport holidays. Travel operator Thomas Cook is organising a music festival in Pyrenean winter sports hot-spot Andorra. The Big Snow Festival will run over seven days and nights from 14 March next year, with a line-up to include British dance music DJ Judge Jules.