Sideways Culture consists of skate, snow, and surf – but it's mountain biking that often captures the hearts and dollars of off-season snowsports enthusiasts:

Spiking the main vein with gravity-fueled speed, creative line selection, access to wild spaces, and a general compulsion to "shred" whatever lay before them. So, when the Natural Selection Tour looked to expand into a 4-season event series, it looked no further than Todd Barber's Proving Grounds - a freeride mountain bike event held in rural Oregon.

With Proving Grounds, we considered how to evolve a brand to embrace another culture and ultimately, challenge all of action sports with a fresh approach to broadcasting, events, and experiences. While many design elements remained from our previous work, the aesthetic took on a rougher, bolder feel and a pop color that aligned with the event's title sponsor: Pacifico.

We collaborated with our other client at Fox Racing to release a line of apparel and staff jerseys for the event.

Commemorative artwork was crafted by Oregonian artist and mountain biker, Jess Mudgett, and applied to posters and signage. These pieces were also distributed as NFTs along with a Foundational token created by 3D visionaries, Minimal Massive. Success metrics and case study materials are currently unfolding, stay tuned.