Volcom's True To This: "Growling on the North Shore"

Join Volcom on the Rock and melt into the purity that lurks within the insanity. Despite the cameras, crowds and calamity, the ride remains the drive as the Volcom team dives deeper into the heart of the True To This movement. Since the beginning, Volcom has always had a special appreciation for the raw power and beauty of Hawaii. In this episode we pay respect to our Hawaiian family and soak in the spirit of Aloha as we join The Growlers, Dusty Payne, Coco Ho, Rune Glifberg, Pat Moore, Gavin Beschen and many more on a quick trip to paradise in Volcom Stone’s latest installment of the True To This series, “Growling on the North Shore”.

Lightsurf Iceland…

A journey in search of waves in one of the coldest places in Europe. Extreme weather conditions that surfers get to experience make the trip on an odyssey in snow and ice. The surf in these conditions becomes extreme and often almost unbearable . Fancy temperatures down to -25C?

Directed: Igor Bellido
Filmaker: Igor Bellido & Mitxel Produkzioak
Riders: Hodei Collazo, Imanol Yeregi, & Natxo Gonzalez

Unreasonable…

One minute and forty two seconds of unreasonable behaviour…

The video marks the launch of O’Neill’s new global brand campaign, “UNREASONABLE expectations since 1952.”

The global campaign highlights O’Neill’s long-lasting commitment to delivering above and beyond what would be considered reasonable by anyone’s standards. “Our company was founded by bringing the very best product into the market,” said Willem Haitink, O’Neill’s CEO. “From inventing the first wetsuit to the creation of the first surf shop and board leash, we have a storied history of delivering product to consumers and world-class athletes that exceeds all expectations.”

The campaign not only highlights the UNREASONABLE nature of O’Neill’s athletes and products, but also celebrates the youth of today. “Today’s young adults don’t define themselves as just surfers, skiers or snowboarders anymore. They are interested in experiencing all that the world has to offer. They want it all and they want it now, which is totally UNREASONABLE in the very best sense of the word,” said Doug Perkul, CMO, O’Neill.

O’Neill partnered with alt-rock phenom AWOLNATION to feature the cinematic, title track “Run” from the upcoming new album due March 17 via Red Bull Records.

“We are all massive fans of AWOLNATION and when we heard that Aaron was down for working with us on this project, we were beyond ecstatic. Not only does the band have the right sound for our manifesto, but Aaron is also a surfer and totally understands our ethos and way of life,” said Doug Perkul.

“Surfing and music go hand in hand. They are instinctual, rhythmic, happy, sad, heavy, soft, disappointing, rewarding, humbling, devastating, and glorious on any given day,” said Aaron Bruno lead singer of AWOLNATION.

“Only a surfer can understand the true spiritual soul cleansing of a barrel. Whenever we are out on the road, playing shows in front of thousands of people, I can’t help but sometimes wonder what tubes I may be missing back home.”

Look out for more videos featuring O’Neill’s top athletes within the worlds of surf and snow. The campaign will culminate with the “UNREASONABLE” film festival, a chance for top filmmakers such as Sundance Film Festival Award Winner, Stefan Nadelman to re-imagine the modern action sports film through the lens of UNREASONABLE.

Boydie…

Mark Boyd making the most of the short days and long walls of his home town…