Jan Petter Solberg. Norwegian, ten years riding at the top level of the sport. If you want to know how good he was, ask Romain, he's said on record that JP's riding was what he was looking up to at the time.

YES is about belonging. Going independent lets us speak clearly again.

JP spent the Absinthe years riding with Romain and Gigi Rüf and quietly setting the bar for what it should look like. Powerful without ever looking like work. He and Romain even shared a part in Futureproof, which is an odd thing to do when either of you could carry the whole movie.

Ask JP when YES started and he'll take you back further, to UnInc, the team project that put the three of them together in the first place. Unincorporated. Not here for the money. When the sponsor pulled the plug they kept the idea, dropped the parent company and started making boards a hundred at a time.

JP's version of the brand is the widest one. Different styles, different countries, different terrain, same queue for the chair. It's why a YES board gets built for the rider who'll never film a part, and why the word he keeps coming back to is belonging rather than performance.