The organisers of the 2021 World Cup presented the visual design of the event. The World Cup will symbolize and highlight the natural beauty and femininity as a contrast to the strength and combativeness that is characteristic of such a tough sport as downhill skiing. Our biggest ski star Petra Vlhová is an inseparable part of the World Cup communication.
"We want to introduce Petra as a strong and go-ahead sportswoman who is also a young lady, feminine and a sensitive one at the same time. Unlike 2016, when skiers were photographed in beautiful designer dresses, this time we decided to underline femininity with flowers," said PR and media manager Michaela Grendelová.
Petra Vlhová agreed with a photo shooting specifically for the World Cup, during which she also presented herself in a unique headdress, which in the past was part of folk costume clothing. The headdress is a richly decorated floral headband, which in the past was only worn by adult single girls during important occasions.
The flower is a symbol of love, respect and color, which is embodied in the logo and visuals of the World Cup. The main element of the race logo itself is the sun, which creates the impression of a sunny flower through the rays. "I am proud of the region where I come from and the headdress I took pictures with reminded me of the customs and traditions of my beloved home region, where I can take part in the World Cup next year," said the Slovak skier. "The refurbished headdress, with which Petra Vlhová was photographed, comes from Liptovská Teplička and was lent for photography by the agency Headdresses in the 21st century. The original is one hundred years old and its value is estimated at 100,000 euros. The item highlights the natural beauty of a woman, which is supposed to symbolize this World Cup as well,“ explains Jana Tužinská, the marketing manager of the World Cup in Jasná. In addition to the classic awards, the winners of the event will also receive a piece of Slovak tradition together with the title FLOWER QUEEN OF JASNÁ.