When Nike wanted to launch a boot for one of Austria’s favorite sons, Gigi Rüf, they asked for a concept which could fuse football, snowboarding and some retailers. After a few weeks of planning we partnered with Innsbruck city council, X double the leading wholesale partner in the town and created a 5 a side tournament with many of the most crucial decision makers in snowboarding attending. That gave us an opportunity to cement our position as the number 1 boot brand in the world..