Things in nature tend to come and go, but a mountain always stays in one spot.
The mountain waits for you.
Board designs will feature textures from the mountain, to serve as a constant reminder
Posters near popular surf destinations will remind people that while you must chase waves,you simply have to go to a mountain.
Digital billboards update to tell you where fresh snow is falling near you.
The K2 calendar will tell you the best mountains to go to throughout the year