NATURAL SELECTION TOUR
The introduction of Natural Selection Tour in 2021 redefined snowboarding with its groundbreaking backcountry course, innovative live broadcast, and celebration of the sport’s progression. I ran point in managing this campaign on behalf of Red Bull with a sharp focus on honoring the sport’s evolution while captivating a global audience.
The world of competitive snowboarding was forever changed at the inaugural stop of Travis Rice’s Natural Selection Tour, where the vision was fully realized in the mountains of Jackson Hole. With Mother Nature’s blessing, top riders threw down on a freshly reset backcountry course, culminating in standout performances from Mark McMorris and Wild Card winner Zoi Sadowski-Synnott.
The innovative, history-making live broadcast stood out not only for its immersive storytelling and top-tier production quality, but for reviving the spirit of competition and bringing a sense of normalcy in unprecedented times. Across social channels and third-party media outlets, content teams delivered a steady flow of highlights, behind-the-scenes glimpses, and real-time storytelling—fueling global conversation and engagement.
Incorporated Brands
Incorporated Media
The success of the broadcast also strengthened Red Bull’s position as a leader in delivering premium snow sports content, reaching new audiences and inspiring fans around the world. From top-tier editorial features to fresh social storytelling, the Natural Selection Tour’s first stop fostered a new era of the sport—honoring its roots, embracing its evolution, and setting the stage for what comes next.
