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We are no longer defined by what we do, but rather why we do it. Skiers skate, snowboarders surf, surfers fish - whatever, we are all out for the same cause: adventure.
Adventure can mean different things to different people. To us, it's very simple; adventure is pushing beyond your normal. It's being a little irresponsible. It's not knowing what might happen. It's doing something that becomes a good story.
We are all collectively driven by these strange, absurd adventures... and these adventures are what make our products necessary.