We all have a choice—do we take what we’re given, or create something better? Stick to the flats, or take the steep trail? Follow the routine, or feel alive?
Last year, Arc’teryx unveiled its first global brand campaign: No Wasted Days. A celebration of uncommon journeys and unexpected protagonists, No Wasted Days calls for people to delight in the detour, getting outside to enjoy the mountains in any way that calls to them. It’s the biggest marketing moment in Arc’teryx history, and encompasses the first ever global Arc’teryx film tour hitting 22 markets across the globe, an immersive film experience in NYC, an employee goal fund bringing the power of No Wasted Days to employees, and much more. The campaign launched on in October 2023, and has seen a steady editorial drumbeat of human stories, community spotlights, brand events, film tours, digital experiences, and media outreach.
No Wasted Days is a story of many chapters, each a vignette of someone who has carved their own path. Each spotlight—whether on an athlete, a friend, or a community partner—showcases the story of folks who are embodying the values of No Wasted Days. Read on for the story of Arc’teryx strategic partner, the Hoods to Woods Foundation.
Empowering the next generation – Serigne’s mission to bring outdoor adventures to city kids
Serigne Diao is 23 years old. Today he works for the Hoods to Woods Foundation, but he was 12 years old living in Brooklyn when he learned to snowboard with this organization. Now he keeps the cycle going, teaching a new generation of city kids how to ride.
There’s a lot of mystery to a sport like snowboarding when you don’t grow up around mountain culture. What do you wear? Where do you go? How do you not fall over? Hoods to Woods takes away those obstacles, so kids cut to the fun part and feel like they belong. Plus it’s all free.
Serigne loves supporting Hoods to Woods because of how much he got from it, and now he gets to be there for the moment a new kid figures it out. No matter how long it takes. He knows it’s something that’ll reverberate throughout that kid’s life—they’ve realized they can do something new that’s not easy, something they never saw themselves doing.
“Having something like Hoods to Woods in more areas around the country, it would impact the culture tremendously. Even though I’ve been with Hoods to Woods for ten years, I’m still growing, still have a lot more to do,” he says.
No Wasted Days is a call to action, to set your alarm, get outside and find your own path.
For more No Wasted Days storytelling, head to Arcteryx.com.
