Well, vote with your dollars then, I personally have no problem with 'mega brands' and I would hazard a guess that most of what you own is a product of large corporations. As for North Face 'getting into skiing', they were in skiing a long time before most of the modern smaller brands, I think what you have a problem with is them trying to rejuvenate their image and reach the younger generation. I have no problem with marketing, I have a problem with people being stupid and gullible, and other people trying to be social heroes without fully realizing the consequences. But you don't have to listen to me, give your money to who you want to succeed.
Nike is getting huge in snowboarding, and the products and edits (Never Not series in particular) they come out with are awesome. They also sponsor some of the coolest dudes in snowboarding. So why is them getting into skiing a bad thing?
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