United unveils ‘Mountain Ascent’ livery to spotlight US ski destinations

United Airlines has unveiled a new mountain-themed aircraft livery to promote its winter and ski routes across the US.

Dubbed ‘Mountain Ascent’, the special design will be applied to an Embraer E175 aircraft serving ski destinations including Aspen, Sun Valley and Vail.

United’s distinctive new livery, which was unveiled by the airline’s CEO Scott Kirby earlier this week and shared on the airline’s Instagram page, features forest scenery and snow-capped mountains.

Due to enter service in early 2027, the aircraft wraps the rear half of the aircraft’s fuselage in a mountain motif with snow-covered peaks, lush green slopes and evergreen trees. The design gradually transitions into the airline’s familiar blue tail.

United Airline’s new Mountain Ascent livery targets ski destinations

The destinations being served by the E175 featuring the themed livery are not necessarily new. United’s only new headline route for this winter is Boston-Jackson Hole and rather than being served by the ‘Mountain Ascent’ Embraer E175, the first-ever nonstop link between the two hubs will be served on a 126-seat Boeing 737-700.

United markets itself as serving more US ski destinations (around 60 routes from seven hub cities to 15 mountain destinations)  than any other US airline. The special livery provides a visual anchor and a clever marketing opportunity. Passengers and travel bloggers are more likely to photograph and share images of distinctive aircraft over more standard liveries.

United is also an official partner of the US Ski and Snowboard – the national governing body for skiing and snowboarding in the US – through 2027. The livery reinforces this brand partnership, while boosting United’s campaign to compete with carriers such as Delta and American on its popular winter sports routes. What’s more, unlike a full rebrand of the whole fleet, it is a relatively cost-effective way to generate a buzz about its mountain destinations.

As part of its partnership with the US Ski and Snowboard, United is pairing the seasonal push with an offer for 5% off select snow destinations for MileagePlus members and Insiders

United’s Mountain Ascent joins a growing trend for special aircraft liveries

This is not the first time United has featured a themed livery. Previous liveries include Starwars artwork applied to a Boeing 737-800 in 2019 tied to the release of The Rise of Skywalker. And in 2014, it applied a special “One Hundred” livery to a Boeing 737-900 as part of an employee recognition programme.

Other carriers have also featured themed livery to promote seasonal routes. In December 2025, the now-defunct Spirit Airlines unveiled its first-ever holiday livery. A sweater motif with snowmen and gingerbread men was applied to one of its Airbus A320 for the winter travel season.

Similarly, Alaska Airlines has a long track record of festive designs including a sparkly-themed livery tied to a Mileage Plan charitable cause in 2022 and a Starbucks collaboration in 2021.

Elsewhere, Air Berlin, Finnair, Swiss and Qantas have all featured seasonal liveries in collaboration with brands such as Lindt (for Air Berlin). Meanwhile Qatar Airways featured an art-collaboration livery on a Boeing 777-300ER under its “Creative 100” initiative in December 2025 and a football-branded one tied to sponsors for the FIFA World Cup in May 2026.