ABOUT US
PURPOSE
Our purpose is simple: to connect people to each other, to themselves, and to the adventures that lie ahead. Whether you're hitting the streets on a skateboard, bike, or scooter, we provide the means that empower you to explore, push boundaries, and create unforgettable experiences. We rise together when we elevate the standard and raise awareness around the uniqueness of the individual.
VISION
Our vision is to inspire a global community of riders who embrace freedom, self-expression, silly fun moments and the thrill of adventure. We aim to be the go-to brand for anyone seeking high-quality gear that elevates their journey, while fostering connections that extend beyond the ride. Through innovation and passion, we strive to create a world where every street, trail, and path leads to new possibilities.
OUR RULES
Integrity
Regardless of the situation, we will always be upfront and transparent. We will always try our best to do what we say, when we say and own it when we don’t.
Malleability
Industries and markets change frequently. What may have worked once may no longer be a successful catalyst for growth. We are not above strategically pivoting when the time calls for it.
Stewardship
We prioritize resource care for the environment and communities, fostering long-term relationships with partners and customers. This ensures our actions today benefit future generations while promoting innovation and efficiency.
Contraiarian Mindset
We view the world differently than most and find going against the grain and forging a new path to be vital. Every product and brand is an opportunity to shift how the market is viewed and provides a chance to impact culture.
Service
To ensure every part of the consumer experience exceeds all standards. Built on incredible work and trusted relationships, our reputation is everything is only as good as the level of standard we hold.
Idea Meritocracy
Whether it is a consumer or a retailer, we value all ideas and opinions, and welcome their input. Formed by their life experiences, passions, and expertise, the collective mind brings a unique perspective to the table.
MEET THE TEAM
Christopher Bohannon, CEO & Founder
Former SVP of Product & Branding at Bravo Sports. Led growth from 36m to 109m in four years. Over 20 years of high level experience playing outside the lines and pressing limits in the outdoor industry, delivering industry first products and branding for technical outdoor soft and hard goods.
Frank Torre, CFO & Partner
Top 1% national sales agent with State Farm for over 15 years. Real estate investor and leadership coach. Serves as an advisor for the last 17 years to the SendMe Foundation in their fight against human trafficking.
Joe Wheadon - VP of International
Joe leads at the intersection of vision and execution—where strategy meets real life. A proven global operator, he brings sharp thinking, clear communication, and a people-first approach to complex international business. Known for turning ambiguity into action and challenges into momentum, Joe guides teams forward—even when the playbook doesn’t exist (yet).
Jayme Mechur, Director of Social
With 20 years of experience across social impact marketing, event production, digital strategy, and content development, Jayme brings a full-circle approach to modern marketing. A holistic thinker from concept to execution, she co-founded Junction Marketing in 2017 to help small and mid-sized businesses connect purpose, creativity, and performance—without losing the human touch.
Dustin Williams , Director of E-Commerce
Dustin turns good design and smart data into serious growth. With a knack for digital strategy and a focus on measurable results, he drives customer acquisition, retention, and revenue where it actually matters. Equal parts creative and analytical, Dustin builds brands that look great, perform better, and know their numbers.
Alex Cheng, Director of Sourcing
With over 15 years of experience in sourcing, quality control, and factory management, Alex is a true product expert. Based in Asia, he brings a detail-driven approach and deep expertise in action sports product development and testing.
