FIRE+ICE has always been more than a brand, as evidenced by the Join the Tribe movement. Its goal was to attract young people to the newly discovered sports and the associated culture. In an eight-year period, a total of ten young adventurers were invited to undertake daring trips.
How did it work? Applications were accepted on postcards listing personal details and information on individual interests. Following castings, teenagers between 16 and 19 were selected. The passionate snowboarders went on unforgettable survival trips to Australia, Hawaii, Canada or the USA.
Everyone who embarked on this adventure received one bag of sportswear – which had to last a full week. Extraordinary experiences create bonds, so it comes as no surprise that in time a strong, fearless community developed. For example Reto Lamm, Terry Jones and photographer Stefan Ruiz, who accompanied the group with his camera, were part of this community.
