"I’d love to see brands go beyond marketing and take tangible action"

Elias: Thanks for having me.

Sure. I’ve been snowboarding for 25 years and living as a professional athlete for at least 15 of those years. Initially, my focus was purely on performance, but over time, I wanted to incorporate my personal values, especially around sustainability. I became aware of the contradictions in my lifestyle and the impact it had—not just on me but on the environment—and sought ways to contribute positively rather than conflict with my values.

It was definitely a gradual process. When I was younger, I was living the dream of a 14-year-old who wanted to become a professional snowboarder. But by my early twenties, I started becoming interested in broader societal issues like politics. However, I found it challenging to express these interests within the context of snowboarding. Around 2018, I decided to step back from the traditional snowboard films that focused on performance and travel. Instead, I initiated a film project called Contra Addiction, which addressed the contradictions I was experiencing—loving the sport but also recognizing its resource-intensive nature. From there, I started exploring more authentic ways to live and communicate my values.

Interestingly, there wasn’t much controversy. By opening up and being vulnerable, I think people appreciated the honesty. Different people took different messages from the film. Some resonated with the questioning of eternal youth in a sport that celebrates playfulness, while others focused on the sustainability issues it raised. Overall, the feedback from the outdoor industry showed that many could relate to the conflicts we explored, particularly within my generation.

Yes, it did. I received messages from people who said the film had a significant impact on their lives. For example, one person decided to quit his job as a Lufthansa pilot. Another had the words "Forever Excited" from the film tattooed on her body. It was incredible to see how the film moved people, sometimes even spurring them to take tangible actions. I’m happy that it emphasized important questions and acted as a call to action for some.

Yes, they were. I was very certain about this project because I wanted to align my career with my values. Long-term partners like Nitro, Deluxe, and Smith stuck with me. They’ve supported me for over 15 years and could see the importance of what I was trying to do. They’ve also embraced sustainability and credibility in their own ways. Later, I partnered with Picture, a brand that shares my vision for meaningful storytelling—whether addressing social or environmental causes—and using snowboarding as a platform.

It’s a multi-layered relationship. Internally, athletes like me can raise critical questions and have direct discussions with brand leaders. It’s a unique position because we’re contracted, not employed, which allows us to offer constructive criticism. Externally, the stories we tell together are key. Brands benefit from associating with athletes who represent not just passion for the sport but also values like environmentalism and social responsibility. Audiences are often tired of purely action-focused content, so meaningful stories can resonate deeply.

My latest project is called Invisible Ground. It’s a snowboard film about vulnerability, featuring Xavier De Le Rue, one of the most acclaimed freeriders. We wanted to challenge the typical hero narrative in extreme sports that glorifies risk and conquering nature. Instead, the film explores the nuances of risk-taking and responsibility, especially after we both experienced a tragedy in the mountains. The project opens up conversations about our relationship with the sport and the environment.

It’s all connected. Questioning the narratives we’ve perpetuated in snowboarding—like the consumeristic drive for extreme experiences—is a step toward sustainability. Reflecting on our actions and finding alternative approaches that align with our times is crucial. It’s about challenging the industry’s consumption-focused mindset and exploring new narratives that are equally inspiring but more sustainable.

I’d love to see brands go beyond marketing and take tangible action. There’s a lot of greenwashing in sustainability, but the real challenge lies in building economically, ecologically, and socially sustainable business models. Brands should be proud of creating meaningful change and use marketing to communicate their achievements, not just as a tool for appearances.

One project I started is called Climate Dialogue on the Mountain in collaboration with POW Germany. It’s a platform for politicians, athletes, media, and experts to discuss climate policies in an inspiring setting—the highest mountain in Germany. The goal is to create meaningful dialogue away from the trenches of daily politics. It’s been a powerful way to bring attention to climate issues. Additionally, I’m studying psychotherapy and working with Laureus, a foundation supporting youth through sports. This winter, I’ll be involved in a program in South Africa called Waves for Change, which combines surfing with mental health support for disadvantaged kids.

I'd probably tell myself to stress less and take things one step at a time. It’s the classic advice: "Don’t pull the grass; it won’t grow faster." But overall, I’ve come to accept that every mistake and pitfall shaped who I am today, and that’s okay.

I want to finish my psychotherapy studies and build a program combining sports and mental health support for disadvantaged youth. In snowboarding, I hope to continue bridging the sport with social and ecological activism. As long as I have partners like Picture who share this vision, I’ll keep pushing boundaries and exploring new roles for athletes.

Thank you for having me.