1. This is a dynamic industry and we are new here. Every day is a fresh set of challenges, a new potential and a chance to reinvent.
2. Our mission is to develop new and exciting action sports products that provide a superior and unique experience. Providing the freedom of choice is fundamental to our success.
3. We will be fair to our customers and our associates. All will be treated equally.
4. We will relentlessly discover. This is our Method. Every experience is an opportunity to learn. Knowledge gained will enhance what we do.
5. We will revolutionize and adjust. This is our Method. We will reside in the present and look to the future. We are enticed by the belief about what can be.
6. We will listen to our customers and understand them; their knowledge will make us better: We will use this knowledge to invent and innovate.
7. We will never stop asking how we can better ourselves. This is our Method. Nothing is sacred and cannot change. Nothing can be as important as our mission.
8. We will strive to be profitable and we will do this by creating value. Growth is proof we are fulfilling our mission.
9. We will tell the truth, this also is our Method. Nothing will be withheld from our customers. We can’t succeed without their trust.
10. We are pioneers and are not interested in dominance. We are not here to take market share – we are here to craft new ideas into outstanding products.
11. We have competitors, not adversaries. We are here to offer people a choice.
12. On no account will we ever be finished. It is our Method.