Challenge: Volcom wants to stay relevant to its core audience and expand globally. They want to keep their roots, but at the same time adapt and stay as the voice of boardsports. Now that these sports (skateboarding, snowboarding, and surfing) are mainstream, Volcom has started to lose its positioning hold and is struggling to find what its role is. Insight: Core members like that part of their identity is not being mainstream. (They find creative ways to build identity.) Additionally, there is a growing resentment from these members towards commercial events like the Olympics which capitalize on the sports. Solution: Make the case that boardsports are not about ranks, leaderboards, or gold medals - they’re about celebrating tricks, freedom, culture, expression, and identity. There’s too much beauty in these sports to confine them and throw restrictions on them like dress codes as the Olympics does. Volcom is here to rise against sporting events and set the souls of boardsports free.