Part 2 of Nike’s “Never Not” film is required viewing if you snowboard. Actually, I think it’s inspiring regardless as its focus is really on passion and ambition. The director Per-Hampus Stålhandske beautifully captures the relentless pursuit of a goal.
Now I realise action sports and creative arts are opposites in a lot of ways (I’m usually not risking broken legs when I use a pencil crayon) but when I watch things like this I question how passionate I am about reaching my own goals.
Having said all that, it’s not just a bunch of talking heads. The riding is serious! The screengrab above, for example, is a heli shot of Halldór Helgason back flipping a huge roof gap.
Watch the film below! The opening makes me wanna ride so bad!