w/c 27th May - 5 things this week
1. It’s Red Bull Hardline week and the carnage is off the chart
It’s been quite the week in North Wales. The wildest DH mountain bike race had a new addition to the track in the form of a 70ft river canyon gap that maybe unsurprisingly, didn’t make it past the testing phase (thankfully the rider above, Jim Monro, is relatively unscathed after taking the ‘Red Bull gives you wings’ tagline a little too literally). Motorbike enduro legend Jonny Walker also raced down the track for more hype material. // Tune in to watch it at the weekend here.
2. Oakley launches Future Genesis campaign
Taking inspiration from it’s 1992 ad campaign ‘Max Fearlight’ and with a complete left turn from it’s usual sports marketing program, Oakley have unveiled an animated CGI film that reimagines the brand’s story. 90’s styling meets apocalyptic, futuristic, end of days vibe? Check the film and website here
3. Liquid Death is giving away a real jet
Ok fine, this doesn’t really fit with the usual programming, but hats off to the Liquid Death crew for thinking out of the box on this one and no doubt, giving their legal team a SUPER hard time to get this wild idea over the line! Yep, it’s real.
4. Vahine Fierro becomes the official queen of Teahupo'o
At the sharp end of the women’s competition at Teahupo’o, Tahiti, an incredible heat went down in pumping 6-10ft surf. Eventual champ, Vahine Fierro and Tatiana Weston-Webb traded absolute bombs with Tatiana dropping a perfect 10. Check out the coverage here.
5. Sole Tech owner to sell etnies, éS, Emerica and ThirtyTwo to Nidecker Group
90’s & 2000’s powerhouse skate footwear brands, etnies, éS, Emerica and the ThirtyTwo snowboard brand are moving over to Nidecker Group. Switzerland-based Nidecker, which has been family-held for 137 years owns several snowboard brands, including Nidecker, Yes, Jones, Rome, and Bataleon. Stoked to see a family-owned brand keeping it core. Check out this refreshingly honest interview with the founders of both companies on the sale.
