Corporate outdoor events and media platforms do not represent the goals of their athletes. For nearly 20 years, professional snowboarder & outdoorsman, Travis Rice has been propelling that conversation forward with the Natural Selection Tour.

In February of 2021, amidst a global pandemic - a critical time for our community and our planet, we worked with Travis to breathe life into the Natural Selection Tour, a 2021 Clio Award Winner and Emmy nominee. With COVID-19 inspiring a 50% increase into snowsports participation, we capitalized on growing interest and imparted authentic, educational messaging that connected enthusiasts to nature.

Credits - Travis Rice- Travis Rice, the Great Manifester, and a sprawling cast of hardworking visionaries - including our old friend and COO, Liam Griffin, CEO Carter Westfall, and legend Circe Wallace guided this project forward. Toby Grubb handled the brand strategy, product design, and digital creative direction. Digital creation of the Event Randomizer by Tyler McRobert. Brand design by Kevin Evans, Denis Kegler, Adam Bagerski, Sebastian Garber, and Toby Grubb. Nick Koldenhoven, the team at Uncle Toads, and Alex Dorr Raw Motion were responsible for all motion and broadcast. Minimal Massive rendered the initial 3D concepts and an endless list of wonderful human beings deserve thanks for their tireless contributions.

Our collaboration has evolved into an enduring, six-year partnership. This work now extends far beyond design; it has become a cultural incubation project. We helped establish a distinct stage for riders, rooted in deep reverence for nature, where creativity carves the line and style decisively triumphs over scorecards.

Totaling 6.5 Billion total impressions and over 42.1 Million minutes of watch time in the first season alone, the quantitative results were astounding and set records across action sports media, but it was the resounding feedback across the industry that 'the sport was forever changed' that served as our key metric of success.

In 2025, the Natural Selection Tour expanded beyond its snowboarding roots into surfing, skiing, and the newly launched Natural Selection Bike — cementing its identity as the definitive stage for progressive outdoor competition.

Raw terrain, cutting-edge technology, and a growing global audience on Red Bull TV: from mountain lodges to local bars, Natural Selection had become required viewing.