When Street League and Superjacket were initially acquired from dyrdekmachine to merge with Nitro Circus I wanted to be the one that branded the company that would house all of the brands. I really wanted to lock in on a concept that connected the feeling of all three brands. This lead me to the word “Thrill”. This is what a crazy ridiculousness clip, a last minute trick in street league or a crazy Nitro stunt made the audience feel. I added the word “one“ to represent innovation that is a core value of this culture. Together everyone in this collective are the Thrill Ones. I wrote this mantra using the framework of the OG Apple commercial so everyone on the investment side could feel the vibe of the whole company. “Here’s to the Thrill Ones, the adrenaline junkies, the risk takers, the limit pushers, the class clowns that shouldn’t have made it. The ones who laugh at everything good or bad, who created their own lane. You can call them amazing or crazy, masterful or insane, but the ...