In a category ruled by an arms race of power-to-weight ratios, the ads have been reduced to brochure-like specs pages. In the process, the industry has lost sight of the real reason people ride: the challenge, the adventure, the love for riding and the outdoors. So we opted to breakthrough with an idyllic moment that captures the essence of the sport. In its purest form. No distractions. No proof points. Just an aspirational moment, that would make any rider long to get on the snow.