January 10th, 2012

Wary of Energy Drinks in an Adrenaline Sport

By JEFF DINUNZIO
The New York Times

Bryan Fox and Austin Smith have watched the number of snowboarders — and companies that profit from them — balloon in the last decade. Realms where a snowboarder can carve clean, remote lines are shrinking. But Fox and Smith, close friends and professional snowboarders, recently found themselves alone on the front lines against energy drinks.

Last year, Fox and Smith started writing “Drink Water” on the decks of their snowboards alongside their sponsorship logos. It was, their Web site explains, “a friendly reminder to drink water.” Shortly after, Fox and Smith started selling stickers, jackets, T-shirts and sweatshirts with the Drink Water design. Their campaign for water in favor of energy drinks was under way.

Read more: http://nyti.ms/zSit68

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