What so punk about snowboarding

1. Why do so many companies try so hard to associate their brand with rebellious, “cool” youth? (Refer to chapter 3 from No Logo.)

2. Heino writes, “Snowboarding was born in youthful resistance to the popular sport of skiing. Its symbolic style is commodified as one of resistance to the dominant paradigm of skiing and the values of sport it represents. This is apparent in clothing, language, and motivation.” Do you think something (like snowboarding) can maintain it’s “cool” factor after it is fully commercialized and commodified? How and why, or why not?