As a company known for all-wheel drive vehicles, Subaru of America, Inc. has largely focused marketing activity on areas with inclement weather.

Subaru’s sponsorship portfolio has followed suit, with the company focusing on events in Colorado, the Northeast and Pacific Northwest, all of which are fertile ground for reaching the automaker’s target audience of outdoor enthusiasts.

In a change of strategy, the automaker plans to round out its portfolio—and reach additional consumers—with properties located in Sunbelt states.

Subaru will use the ties to promote a safety message.

“All-wheel drive is synonymous with areas that traditionally have snow and inclement weather, but it also offers a level of safety. Moving forward, part of our strategy is focusing on opportunities in the South that can help promote our safety message and our other brand attributes of adventure, versatility and longevity,” said Tim Tagye, Subaru promotions and sponsorship manager.

Those opportunities will build on Subaru’s two-year-old partnership with Run For Your Lives, a zombie-themed 5K obstacle course series. Subaru this year is sponsoring six RFYL events, all of which are located in Sunbelt states.

The events take place in Cedar Creek, Texas; Phoenix and Southern California and South Florida, said Tagye, noting that the locations are all priority markets for the automaker.

In addition to new deals in the Sunbelt, Subaru also is expanding its long-running involvement in winter sports. The company today announced a new partnership with Mervin Manufacturing and the Lib Tech snowboard brand.

Subaru will use the tie to build awareness and preference for the WRX and XV Crosstrek, the latter of which was launched earlier this year. Both vehicles are targeted at a slightly younger consumer than the typical Subaru customer, said Tagye.

“The vehicles appeal to a younger demographic, and we have made a conscious decision to align with a brand that would allow us to facilitate that conversation.”

The company uses its ties to the National Ski Patrol and Professional Ski Instructors of America to promote the Outback, Forrester and Legacy, he said.

Subaru also uses its partnerships with Crested Butte Mountain Resort and Jackson Hole Mountain Resort to promote its safety message, said Tagye, noting that many visitors to the resorts live in the Southern U.S.