AVSC Reveals the Winning 2025 Audi Ajax Cup Poster

AVSC REVEALS WINNING 2025 AUDI AJAX CUP POSTER AT OPENING RECEPTION FOR THE ART OF SKIING: THE AJAX CUP AT THE CMC ASPEN ART GALLERY 

Aspen, CO— September 18, 2025. Aspen Valley Ski & Snowboard Club revealed the winning poster for the 2025 Audi Ajax Cup poster contest at the opening reception for “The Art of Skiing: The Ajax Cup” at the Colorado Mountain College Aspen Art Gallery. 

“We were thrilled to receive almost 20 submissions from the community in response to the contest,” said AVSC’s Stewardship Director Ash Farrington. “There were so many beautiful, original poster ideas, but the winning poster stood out for its vintage feel, its nod to Aspen’s skiing history and especially for honoring a legendary female alpine ski racer in our community.” 

Aspen native and multidisciplinary artist and photographer Estelle Sweeney submitted the winning poster, which uses a collage style and inspiration from pop art. The poster pairs elements of original Aspen lift tickets with a polaroid in which is featured a black and white photo of Olympic athlete Renie Gorsuch.  

“I was excited about the vintage theme and decided to focus on Renie,” said Sweeney in her artist statement. “I chose this photo of Renie shredding the course at the 1959 Women’s National Downhill Championship, which she won. I paired the photo with old Aspen ski lift tickets, and I love how the colors work together with the black and white photo.” 

Although Sweeney was unavailable to attend the opening reception, Renie’s granddaughter, Mariel Gorsuch, was on-hand to reveal the winning poster, noting that its style was meant “to revive the timeless aesthetic of badass women at the forefront of mountain culture.” The poster also pays tribute to Patagonia magazine covers from the 1970s. 

Renie Gorsuch was one of the original powerhouse Alpine women racers. In 1960, Sports Illustrated noted, “the six members of the U.S. women's Olympic Alpine ski team are young and attractive and appealing—and they would slit your throat to beat you through a slalom gate by two feet.” 

Gorsuch represented the United States at the 1960 Winter Olympic Games and later, with husband Dave Gorsuch, grew their small ski shop into an award-winning lifestyle company spanning many Colorado mountain resort towns. She was inducted into both the Colorado Snowsports Hall of Fame and the U.S. Ski & Snowboard Hall of Fame. The Gorsuch family has been a generous supporter of the Aspen Valley Ski & Snowboard Club, annually donating hundreds of pairs of skis to ensure that valley youth, who might not otherwise get the chance to experience winter sports, can participate in AVSC programming.  

The poster contest, which was launched this spring, was a deviation from Audi Ajax Cup posters of previous years. For many years Rainy Day Designs’ Erin Rigney crafted the beautiful artwork now on display in the Colorado Mountain College Art Gallery through November 21. 

“We were thrilled when CMC approached us to exhibit the posters and we are so pleased with this collaboration,” said Farrington. “We’re celebrating our 90th anniversary in 2027, and this was a great inspiration for us to dig into our files and closets and see what other powerful moments we can share. Since its founding in 1937, AVSC has served as an integral part of the community, raising up generations of youth to explore and excel at winter sports.” 

In its 16th year, the Audi Ajax Cup is AVSC’s largest fundraiser of the year and includes a dual giant slalom race and a popular après party. Teams compete head-to-head on Aspen Mountain, with the victorious team earning a place in history on the prestigious Gorsuch Cup. This year’s race takes place on December 30th, 2025, with a party following at the St. Regis Aspen Resort. Tickets will go on sale later this fall, and teams are already signing up to compete in this year’s race. Those interested in the Audi Ajax Cup can learn more at teamavsc.org.