In January, Polaris showcased its 2026 snowmobile lineup with a marketing photo shoot in Wyoming’s Teton Range, Cowboy State Daily reports.
While the company has conducted similar shoots in the state for years, this one stood out—it was entirely Wyoming-focused. The campaign featured four Wyoming snowmobilers, captured by a Wyoming-based photographer, to highlight the capabilities of the latest Polaris models in some of the best backcountry terrain in the nation.
Polaris, a leading manufacturer of snowmobiles and all-terrain vehicles, is known for designing high-performance machines with extensive customization options. For this latest lineup, the company chose to demonstrate the power and agility of its snowmobiles in Wyoming’s rugged landscape, using local talent both in front of and behind the camera.
“They chose to use Wyoming athletes and ambassadors with a Wyoming backdrop,” said Polaris spokesperson Mandy Fabel. “They’ve done shoots here for quite a while, but it’s still cool that this is who they trust to represent their product to the world.”
The riders featured in the shoot included brothers Andy and Cole Thomas from Star Valley, Shelley Balls from Smoot, and Fabel herself. They were photographed by Todd Williams, a Jackson-based photographer who has worked with Polaris for nearly two decades. Williams, originally from Minnesota, moved to Jackson in 2016 to focus on snowmobile photography full-time.
“I grew up using snow sleds in Minnesota,” Williams said. “I started coming out here to shoot snow 15 years ago and kept coming back for more. Now, we’re riding 65 to 100 days a year and capturing pro riders in these backcountry areas.”
The shoot featured high-speed runs, jumps, and technical maneuvers set against the dramatic backdrop of the Teton Range. Williams, an experienced snowmobiler himself, captured images that will be used in Polaris promotions, dealerships, and advertising campaigns.
Wyoming is known for its expansive backcountry snowmobiling opportunities, attracting some of the world’s top riders. According to Fabel, the state’s challenging terrain and deep powder make it an ideal setting for professional snowmobiling.
“Wyoming is like a Mecca of snowmobiling,” she said. “Many of the world’s best riders are in Wyoming, and Polaris wanted to use Wyoming riders and a Wyoming backdrop to be their ambassadors.”
Williams echoed this sentiment, noting the accessibility of remote riding locations in the state.
“You have some of the top mountain riders in North America living in Jackson, Alpine, and Afton areas,” he said. “That’s because the backcountry accessibility in the Jackson-Afton area is some of the best in North America. You start in a parking lot, and within 30 minutes, you’re 15 miles into the backcountry, looking down from the tops of peaks.”
With the launch of the 2026 snowmobile lineup, Polaris is offering its annual Snowcheck program, a limited-time opportunity for buyers to customize their machines with exclusive features, colors, and technology. Snowcheck runs until March 28, giving customers the chance to build a snowmobile tailored to their riding style.
Fabel and Williams, both long-time Polaris collaborators, believe the company’s snowmobiles are well-suited for Wyoming’s challenging terrain.
“There are only a couple of companies in the world that make mountain sleds, and I think these are the best in the world,” Williams said. “They’re nimble, lightweight, and the power plant is fantastic with the lineup.”
For Polaris, Wyoming remains a key location for showcasing the strength and versatility of its snowmobiles. The latest marketing campaign not only highlights the performance of the 2026 models but also reinforces Wyoming’s status as a premier snowmobiling destination.
“It’s the premier snowmobile for backcountry riding, and that’s what we have here in Wyoming,” Fabel said. “They do a lot of trail riding in the Midwest, but Wyoming and Polaris are known for their backcountry, mountain, and technical riding.”
