Share

Events

STRT Jam | Innsbruck 2022

The return of the snowboard event of the century

Nearly a week has passed since DIYX STRT Jam 2022 came to an end, but we’re pretty sure most of us are still feeling the aftermath of the madness. Whether it’s in form of physical fatigue, mental emptiness or the abundance of viral clips from the week that still keep on popping up on our Instagram feeds, we’re still sensing the effects of the event.

“Everything seems so polished and structured at the moment, way too many FIS events, perfect tricks landed on everyone’s IG feed, everyone too conscious, bores the shit out of us. Where is the anarchy, the mayhem, the looseness?”

The beauty of an event like STRT Jam is that it combines everyone in snowboarding: different types of riders, media, brands, and any type of individuals with an interest in snowboarding. And, after last year’s success, it felt nearly impossible to think that the crew could top things – but they did – so a huge shoutout to everyone involved!

After last year’s mayhem we sat down with Ethan Morgan, the brains behind the whole operation, to find out where the whole idea behind the event stemmed from. This year, we sought to seek out a different perspective on the whole thing and spoke with Chris “Chriso” McAlpine; one of the main men behind the event.

STRT Jam 2022, Day 1. Zeb Powell. Photo: Stella Pentti.

Thanks for taking the time to answer a few questions for us. First of all, thank you for an absolutely amazing week, not sure how but you managed to outdo yourself from last year’s one – which was already such a success. Have you had time to recover from all the madness or are the STRT Jam blues still strong?

My pleasure Stella. I actually haven’t had time to recover, and to be honest, things are pretty full on at the moment but all good. I heard a bunch of people got sick (maybe the Covid) down in Innsbruck, happy I didn’t get stung. However, still buzzing and just enjoying all the social content that has been blasted all over the internet for the three days of the event makes me feel better.

STRT Jam 2022, Day 2. The Finns: Toni Kerkela, Antti Jussila, Jarssi and Tatu. Photo: Stella Pentti.

Would you mind telling us a bit about to concept of the event and how it all came together?

It came about with Ethan Morgan and Thomas Baumann (Monster Energy Snow/Skate TM) wanting to do a rad event like they do in skateboarding, similar to the Copenhagen Open, and they asked us if we were interested in helping.

“We invited about 70 riders all up and basically every media platform involved in snowboarding globally, we wanted this event to be inclusive”

I was definitely down and knew this is exactly what snowboarding is missing right now. Everything seems so polished and structured at the moment, way too many FIS events, perfect tricks landed on everyone’s IG feed, everyone too conscious, bores the shit out of us. Where is the anarchy, the mayhem, the looseness? So yeah I guess we are on the right track judging by the feedback from the riders, brands and general public after this event

You decided to extend the event by one day this year, why was that?

Blame Ethan on that one, ha! Nah, we actually had three spots in the two days last year (two spots in one day) and that was a little too hectic for the riders. Especially if the spots aren’t close to each other. It works a lot easier in skating as it’s not such a big set-up construction as it is with snowboarding. So we decided to extend it by a day and have a chilled longer session at each spot. Although I can tell you I was hating Ethan waking up that Saturday morning so destroyed, wishing we had done only two days. Ha! But to be honest, the riders were all fine with it and that’s the beauty of this event, if you want to ride, you ride, if you want to chill and watch, then easy. No rules, no expectations, just come hang and vibe with everyone. The last day was supposed to be a chill spot as well, but fuck that rail was gnarly. The riders killed it.

STRT Jam 2022, Day 2. Fabian Fraidl. Photo: Stella Pentti.

The turnout was unbelievable! What do you think makes this event so appealing to not only the riders but to everyone in the industry?

Yeah, we weren’t sure how this was going to be perceived this year. They say the sophomore (second album) is always a flop, but I reckon this year outdid the first one.

“For us it’s pretty simple, this is how we like to snowboard, how we started snowboarding and we will continue to snowboard. And who doesn’t like burning shit on fire?”

Honestly, as I said before I really think this is what snowboarding needs right now. Without sounding like an old, jaded dude, this is how I grew up with snowboarding, partying, riding, punk rock, mayhem and getting up and doing it all over again. Half of these kids that turned up have probably never been to an event like this before where the organizers say ‘the bus leaves at this time at this spot, if you ain’t on it, find your own way there’, no one telling when to ride, what trick to do, no coaches, no team managers, no pressure, just go and rip shit up. And I think they really react to this format. Having all their homies and this calibre of riders around them makes them push themselves even harder.

STRT Jam 2022, Day 2. Len Roald Jorgensen and Hrundur. Photo: Stella Pentti.

Hard to say how many people turned up but a few thousand probably came through during the days. The thing is we never posted where the spots were on our social channels. We decided to go old school and let word of mouth do the trick. If ya know, ya know! And it’s rad that method still works. So hopefully all the people turned up were connected in some way or form to snowboarding.

We invited about 70 riders all up and basically every media platform involved in snowboarding globally, we wanted this event to be inclusive. Method was hosting it but so what, we are all mates and just want to hang, party and create content, everyone has their own individual creativity and angles going on. I’m blown away by all the individual edits and clips people have been making, some of them are genius and hilarious. It all creates awareness around the DIYX STRT JAM.

STRT Jam 2022, Day 1. Joe Simpson. Photo: Stella Pentti.

It’s amazing to see creative events like this become such a hit. How do you see that events like these affect the industry as a whole?

I’m not sure it affects the industry per se but we got a lot of great feedback from brands all wanting to get involved and have the feeling of shit, we really need to be in this space. For us it’s pretty simple, this is how we like to snowboard, how we started snowboarding and we will continue to snowboard. And who doesn’t like burning shit on fire?

STRT Jam 2022, Day 1. Jake Simpson. Photo: Stella Pentti.

Any personal highlights from the event?

There were plenty of highlights from the event. Stoked no one got injured (on the spots, that is), nobody burnt alive and the fact we actually pulled this event off. It was pretty damn hard and not sure how many people know the effort that goes into making something like this happen and I can tell you it ain’t easy. From having to deal with mother nature and no snow to the logistics of spots, permits, weather, and security… the list is endless.

“From an outside perspective I am sure it looks like total mayhem but believe me it’s controlled chaos (well most of it is…)”

From an outside perspective I am sure it looks like total mayhem but believe me it’s controlled chaos (well most of it is…) And honestly, the people that made this happen don’t get enough credit so I got to send a big shout-out to Jacco Bos, Tom Baumann, Kristiin, Agata, Theo, Will Rad Scott, Flo, Kaz, Kuno and especially all the volunteers, monumental effort from those guys. And obviously, the brands that supported this and are as stoked as us with the outcome. And then all the filmers and photogs capturing all these moments (and posting them) it’s all so insane!

But my personal highlight was seeing Fred Perry about to drop in and calling out to one of the shapers to fix his landing. I looked over at the shaper and it was Louif Paradis holding a shovel, saying “Yeah I got you Freddy.” – Hell yeah that’s what DIYX is all about. Everyone is chipping in, hanging and ripping.

STRT Jam 2022, Day 3. Happy Faces. Photo: Stella Pentti.

We’re stoked to see the event take place at a new location next March. Anything you can share about STRT Jam Helsinki 2023 or will we just have to sit back and wait to see what you’ve got in store for that?

Yep Helsinki next up. We have teamed up with the Hell Ride guys (Skate event in Helsinki) and these guys rule! They are helping us with logistics and we think this one is going to be special. Probably can’t burn shit (this year) but so many legit street spots up there and we have got some pretty sick plans. I think it will be a tighter invite list next year – until Ethan gets ahold of it. Just DM him if ya keen. LOL!

Thank you!!

Thanks for coming out and see you in Finland in 2023.

Newsletter Terms & Conditions

Please enter your email so we can keep you updated with news, features and the latest offers. If you are not interested you can unsubscribe at any time. We will never sell your data and you'll only get messages from us and our partners whose products and services we think you'll enjoy.

Read our full Privacy Policy as well as Terms & Conditions.

production