Replying to 4FRNT and Lars Veen

I picked up the new 4FRNT Catalog at the Vegas ski show. The following written piece was printed inside the back cover – I think it’s great:

If you're anything like us, you're out there risking it daily for that one moment you spent all night dreaming about. These moments definitely do not come easy and sometimes, your slams catch up to you. On December 10th of this past year, Lars Veen, a close friend from Norway and a member of the professional skiing family, injured himself while training early season down in Mammoth. Lars suffered an injury to his spine and has temporarily lost feeling and function below his chest. We are confident that Lars will walk again, but this experience has taught us a valuable lesson: we don’t know enough about spinal cord injuries. We believe that it’s time that the ski community takes responsibility and shows greater commitment to the athletes who make this sport what it is. To that end, we are in the process of establishing a foundation in Lars’ name to raise money from the ski community to fund spinal cord injury research. We intend to contribute a percentage of our sales to help fund the foundation and we will be actively seeking others in the industry to follow suit. We strongly believe that is our obligation to the sport we love and the family of athletes who participate in it. So, when you purchase 4FRNT Skis, you are not only contributing to the continued development of our sport, you are also making a difference to a cause that matters to all of us. THANKS FOR THE SUPPORT.