[vc_row][vc_column][vc_column_text css=""] It's odd to share this stuff externally. Ideally the brand 'shows' this kind of content it rather than me 'telling'. Great brands know how to seed language into their audiences.  And sometimes. no matter the noble brand intentions, audiences still read something completely different. In the end, Borderlands is what you say it is, not what I say it is. I put this here for those who (a) enjoy seeing this sort of content and (b) to show you what I am aspiring to at Borderlands. Vision Vision is seasonal and numerical in nature.  It is objective.  I will know for certain whether or not Borderlands has

[vc_row][vc_column][vc_column_text css=""] the Heart of Trail Running™ Performance is impressive, but the heart behind performance makes our sport possible. Athletes don’t get sponsorships becuase they’re winning, they get sponsorships because they know how to tell their story. Story Is The Root Of Trail Running. Its a sport uniquely built and dependent on the everyday runners paying full price for everything compared to sports like soccer that depend on the elite performers and syndicated coverage and licensing agreements and such. Soccer could thrive even if everyone in the world stopped playing except for the best of the best.  Because its the consumption of the sport that makes