If you ever doubted whether Nike or adidas would become a force in the snowboard world, now’s the time to eat your doubt. The two mega-brands each have new snowboard films this fall, and it’s obvious they’re pumping money into making the dopest films possible.
Nike’s film is called Never Not. It’s a three act video series that delves into the mindset of different riders disciplines. Act 1: Adaptation, features street riders. Act 2: Ambition, features contest riders. Act 3: Exploration, showcases big-mountain riders. Each act has enough gawk worthy footage, but it also has an intriguing angle of trying to figure out what makes these riders tick.
The adidas film, Naturally, is sick. Beautiful cinematography is coupled with über talented riders. It’s an artful look at some of the most inspirational mondo airs, big-mountain lines, and unreal terrain. It doesn’t make you piss your pants and cower in fear though. Fun dominates as the rider’s goal, and director Jake Blauvelt does a great job capturing the spirit of the sport.
Both films usher in a new age in snowboarding; an age where the biggest brands in the world have become some of the most authentic arbiters of the sport.