Kevin Bäckström is a Swedish snowboarder, content creator and founder of Beyond Medals. His sponsors, Monster Energy, describe him as in word – stylish – and it’s that style that has helped him retain his crown as one of the best in the business, despite not having an ultra-conventional route to success. Yes, he may have been fired from the Swedish national team just before the 2014 Sochi Olympics, and yes, that did mean he had to pivot his career. Has it stopped him or hindered him in any way? Absolutely not. Kevin and Beyond Medals are still both absolutely flying.