The use of cross-country ski images in advertising

Googling the title to this post unearths an award winning promotional campaign for cross country ski Canada.  This certainly captures many of the branding elements put forward in my earlier post.  See a selection of the print ads below.  Some nice executions.  TV time outs, of course, have nothing to do with the athletes and everything to do with the advertisers.  Don't let that minor quibble get in the way of a good campaign (Yes, I know it addresses the endurance part of the sport).
Brief article about the campaign here:  Article on ad campaign for XC Ski Canada
Will obviously need to dig deeper to find examples relating to specific brands?  Surely in Norway.