Beyond Marketing: Elias Elhardt About The Real Challenge for Brands in Sustainability

The outdoor and action sports industries depend on nature but often operate paradoxically—thriving on the environment while contributing to its degradation. Pro snowboarder Elias Elhardt has spent years reconciling his passion for snowboarding with a responsibility to protect the environment. His transition from high-performance athlete to sustainability advocate raises an essential question for brands: Are you truly making a change, or just marketing it?
Through projects like Contra Addiction and Invisible Ground, Elias challenges the industry’s narrative of endless consumption and extreme performance. He believes brands must go beyond greenwashing and find genuine, systemic ways to build economically, ecologically, and socially sustainable business models.
Long-term commitment, meaningful storytelling, and authentic athlete-brand collaborations rooted in shared values can drive real change. Audiences are looking for more than just action-packed content—they seek authenticity, responsibility, and innovation.
So, here’s the challenge: How are brands shifting from sustainability claims to real action?
#SustainabilityMatters #OutdoorIndustry #BrandResponsibility #ISPO #ActionSportsInnovation
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