In an effort to acknowledge rising athletes, Volcom has provided a free entry competition to the snowboarding youth of Colorado.
Artwork by Mia Nogueira
Returning to Colorado for the seventh year in a row, Volcom’s campaign to “Let the Kid’s Ride Free” with the PBRJ (Peanut Butter Rail Jam) is taking place at Keystone Ski Resort, and is open to the general public and kids of all ages. This event has been building upon the grassroots idea that underprivileged, skilled snowboarders should have the opportunity to compete on some sort of level, regardless of their ability to pay entrance fees.
For the past eight years that Volcom has been sponsoring this event, more and more attention has been drawn to this open and uncompromising gathering for the simple joy of snowboarders jibbing rails. Initially starting out as a United States tour, Volcom has branched out this competition to Europe, where finalists in the states compete against international snowboarders. The rail jam is landing in Laax, Switzerland for its 2011 championship where there will be a clash of epic proportions, including European and North American riders.
The idea behind Volcom’s campaign to “Let the Kids Ride Free” is the idea to boost the progression of skateboarders, surfers, and snowboarders across America. They provide free food, free product, and a free competition. The Premise of this event is that kids participate for the sole enjoyment of the sport, without money being an issue, unlike normal skate, surf, or snow competitions, which can be very costly to and out of reach for many youth athletes.
The PBRJ is an energy-packed event that is planned out so that riders can take advantage of the enthusiastic environment and not have to worry about money. As read on Volcom.com, the PBRJ is “deviating from the established way snowboard contests are run, we put our heads together and came up with a fresh format. Instead of having three rails in a row, we put them side-by-side to create a rail zone. This boosts the energy level and fun nature of the contest because everyone is together, riding, hiking, and watching in a big group.”
On top of the positive environment laid out by sponsors, riders are always encouraged to be successful in the competition. “The judges only care about tricks you pull, so you don’t need to worry about falling,” says Volcom.com. This kind of approach to competing is one that isn’t seen regularly in other competitions, such as USASA (United States of America Snowboard Association).
Apart from the initial benefits that one can see from this campaign, individual riders are learning essential concepts that are needed for their own involvement in the sport. “Most amateur riders become hasty-like and edgy when competing, especially if they are paying their own entry fee. I think that Volcom is providing a kind of ‘comfort-zone’ where kids can become comfortable with competitions and the progression of their riding,” said TJ Senior and street-slaying skateboarder, Ohran Ramadani.
The PBRJ is set to take place on April 9th of 2011 at Keystone ski resort. The renowned, exhilarating event draws nearer as each day passes and Colorado snowboarders are preparing to have another round at “buttering and jamming” all day long.
