In the 1990s a new breed of young athletes brought Action Sports to new levels of popularity by turning their sports into a new way of life… with new lifestyles and new communities… full of action, fun and cool stuff.
By meshing the great choice of Action Sports with the visible cool lifestyle symbols of their everyday life… like fashion, body style, music, party, socializing… they expressed their personal style and demonstrated their YES I CAN… their fearless, rebellious, can-do-it-all attitude and passion… as shared experiences and social statement.
Mixing key things that young people can control to reflect their own personal values and proof their YES I CAN attitude in all areas of their life.