Sport is a category that has always demanded dedication and commitment. Records to break, mountains to climb, sweating, hurting, and downright killing yourself to reach your goals.
Enter Gen Z. Kids that give commitment the middle finger. They're one thing today and another tomorrow. They've fallen out of love with the sport's uncompromising approach.
Sun & Sand Sports approached us to redefine what playing sports means. Do whatever’s fun, play one thing and then move on to 'Another One'. Commit to Nothing.
