Nike Snowboarding have dropped the second part of their 2013/14 epic Never Not, and believe me, it is good.
The all-action, hands-on approach taken in part one is now subdued and mellow, with Nike choosing to go beyond the hammers, beyond the people, behind the lens, as we are taken on a 50 minute journey into the hearts and minds of the people that make it happen.
Nike take us into the lives of Nico, Jed, Gigi and co. as they expose the spirit of snowboarding. Snowboarding is more than sticks, gravity and expensive cameras. It’s a way of life. Nike portray what it takes to live the dream – sacrifice, dedication, passion.
Part two is the perfect juxtaposition to part one. The first 100 second of this part will tell you all you need to know. Nicolas Muller, up close and personal, hiking through snow, riding through trees to nothing but the sound of his own breath. No soundtrack required. It is the beating heart of snowboarding in its purest form, and Nike have done a pretty rad job in capturing that.