After Nike made their inroads into snowboarding, with a huge initial investment, they built up a huge team directed by Jonathan Weaver. The list of respected names and style icons like Nicolas Müller, Gigi Rüf, Halldor Helgason, Austin Smith, Sage Kotsenburg, Jamie Nicholls, Spencer O’Brien, Jed Anderson, Ayumu Hirano, Silje Norendal and Danny Kass,… was enormous. Combined with events, movies and other supported projects there was a lot to communicate on social media.