Sexiest Sponsorship

Carrie Jo Chernoff: Sexiest Sponsorship

Nov 1, 2005
Outside Magazine

"I myself am not a porn star," says Carrie Jo Chernoff, 31, a top-ranked big-mountain specialist on the world freeskiing tour. It's an assumption the Crested Butte, Colorado–based skier has had to frequently quash since she signed a sponsorship deal with XXX cable channel the Erotic Network (TEN). A year ago, Chernoff was working as a personal trainer and massage therapist for Michael Weiner, the CEO of TEN's parent company, the $46-million-a-year, Boulder-based New Frontier Media. Perhaps owing to some confusion over the definition of "ski porn"—a term applied to thrill-a-minute ski flicks—Weiner thought Chernoff would make a good addition to TEN's talent pool. She may never bare all, but Chernoff's helmet and skis bear the distinctive TEN logo. Like most top skiers, Chernoff has her pick of gear, plus a comfy travel budget. But it's doubtful that anyone else can match the TEN-supplied cheering section of bleach-blond, fur-collared boosters. No, boys, that's not just 700-fill down in their parkas.