"A long time ago, in a galaxy far, far away, Beyond Medals OG's Kevin Backstrom and Tor Lundstrom were served with an official cease and desist letter from the International Olympic Committee after producing a run of apparel that 'drew inspiration' from their famous 5-ring logo. As Kevin says, " We had to send everything that we had left to this place where they decided they could destroy the products." (Side note: If I were ever to be served, I know for a fact it would be from Madonna's legal team demanding I stop butchering her seminal hit 'Like A Prayer' at every karaoke night I stumble upon.)"
"Step 1: get kicked off the Swedish National Snowboard Team, Step 2: start Beyond Medals, Step 3: begin making content, create a community and kickstart a cultural revolution that reminds people why they fell in love with the sport in the first place, Step 4: release a banger movie in an Olympic year that captures hearts and minds. It's brilliant. It may not have started life as a dastardly plan, but it's the ultimate middle finger to stuffy skier-led snowboard organisations and proof that the snowboarding landscape is itching to get back to its anti-establishment roots."
"Since the early series days, Beyond Medals has been injecting fun back into snowboarding in a style that's reminiscent of early Horgasm and Robot Food flicks. The Casino intro was truly inspired, but somehow they've topped it here. Their greatest work to date, paying homage to the greatest fantasy series to exist, just feels right. Our boy Santa has come through and delivered the ideal early Christmas gift with Cease and Desist."
Kevin Backstrom and Tor Lundstrom of Beyond Medals produced apparel referencing the Olympic five-ring motif and received a cease and desist from the International Olympic Committee, forcing destruction of remaining products. The founders channeled exclusion from official structures into building a community and creating content that celebrates snowboarding's rebellious roots. The group released a provocative movie during an Olympic year that blends homage, satire, and nostalgia, rekindling love for the sport. The creative output draws stylistic cues from early influential snowboard films and positions itself as a joyful, anti-establishment alternative to institutionalized competition.
Read at Whitelines Snowboarding
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