Snowboarding has always been a beautiful lie. The myth of eternal youth wrapped in Gore-Tex, dipped in neon, and sent off cliffs with a rebel yell. It was a subculture birthed in garages and backyards, spitting in the face of the establishment, and somehow, against all odds, it became a multimillion-dollar beast. An industry. A lifestyle sold back to the punks who made it. And no one rode the highs harder than Johan Olofsson, Ingemar Backman, and Jacob Söderqvist.
We’ll Never Quit is their story. Their rise. Their domination. Their fall. And, ultimately, their reckoning. The documentary…stitched together with DV tapes, grainy Super 8, and interviews that ooze nostalgia – tracks three icons who didn’t just ride the wave of snowboarding’s golden era but helped carve it into the mountains themselves.
Olofsson, the Swedish madman who turned Alaskan spines into playgrounds, redefining what was possible in the backcountry. Backman, the stylish powerhouse who sent it to the moon with the highest air ever recorded, cementing his place in history. Söderqvist, the underground legend, the glue, the enigma. They lived fast, rode harder, and made snowboarding something that terrified skiers and enthralled a generation.
Then, they did what no one saw coming. They took the cash, the clout, the dream…and tried to build something lasting. A ski resort on the Finland-Sweden border. A mecca for snowboarding, a way to channel their passion beyond the competition circuit. But the thing about dreams? They don’t always pay the bills. The project nosedived into bankruptcy, a monument to the cruel way the industry chews up its own, leaving them standing in the ruins, staring at an uncertain future.
And now? Now they’re pushing 50. We’ll Never Quit turns the camera back on them, not as gods but as men. Where are they now? Do they still ride? Do they still feel the fire, or did the dream burn them out? It’s not just a snowboarding documentary…it’s a brutal, honest, and at times heartbreaking meditation on what happens when the golden days fade. When the world moves on. When the knees ache and the industry stops calling.
