The best ski content I’ve seen in a lot of years.
Gregg Blanchard /
An a superfan of ski resort marketing, I consume a lot of ski content.
Probably too much ski content.
Sometimes when you see amazingness too many times you start to forget how amazing it is. That’s something I have to actively work on, but it’s worth it. Because our sport really is amazing. Amazingly fun, amazingly challenging, amazingly beautiful, amazingly hard, amazingly simple, amazingly magical and unexpected and all sorts of things in one.
I don’t feel emotions like those very often – that pure joy locked inside our sport – and I wonder if it’s me.
And, to be fair, I think it is me. It’s hard to be like a normal ski consumer when you consume 100x more resort marketing than most folks.
But it also means that when some little story starts to reveal that joy again?
Man, that’s special.
This video did exactly that.
That’s all I wanted to do today was share that video. Share it with a bit of intro, but not as much commentary. I’ve got some thoughts I’ll try to put into words in the coming weeks, but today I just want to share something that really stood out.
Because, to me, skiing is about moments like this.
But if I asked potential skiers how they view skiing, I get a funny feeling that they probably wouldn’t say the same thing.
Of all the challenges skiing has, I think the one I’d put on top of the list is simply this: we don’t realize that we’ve been in the middle of an identity crisis for at least a decade…if not much, much longer.