While the snowboard industry had moved on leaps and bounds over the years, bindings had remained rather stagnant in comparison. JF drew inspiration from the mechanics of skateboard trucks and took the concept of a traditional binding back to the drawing board. The result was a binder that worked in conjunction with your snowboard, directing your energy towards the edges whilst allowing it to flex more naturally underfoot.

“While the snowboard industry had moved on leaps and bounds over the years, bindings had remained rather stagnant in comparison”

NOW bindings eschew the conventional baseplate model and instead utilise a kingpin, which acts as a fulcrum, transferring energy down the hangar to the bushings situated by your toe and heel edge. Not only were you getting more response with less effort and an increased board feel, NOW bindings were also ultra-customisable thanks to the swappable bushings and highbacks.

JF’s notoriety and reputation for boisterous antics precedes him in many corners of the world, but his fastidious care in designing, testing and manufacturing NOW bindings sits in direct contrast to this. They’re now one of the biggest brands in the industry, with a first-rate pro team, legions of loyal fans, and an ever-expanding line up of products. He’s been on top for decades, but as far as we’re concerned JF’s only just getting started and there’s no end in sight.

“Give a man a wildcat and he’ll be stoked for a day, teach a man to wildcat and he’ll be stoked for life”

Since the late 90’s the Wildcats have embodied the ‘shred hard, play hard’ mantra to a T, putting the onus on relatable snowboarding and bringing pure, unadulterated stoke to the masses. It’s testament to the success of JF and NOW that they’re the binding of choice for many a Wildcat, some of the best riders of their generation and they’ve flocked to NOW like proverbial moths to the flame.

Though many of the OG’s have transitioned from young guns hellbent on mayhem into rad dads and family men, the spirit of the crew lives on. They remain a bastion of hope amongst the polished spin to win stars of today, always primed and ready with a full tank of gas and a beer or two for the road.

As the old adage goes “Show a man a wildcat and he’ll be stoked for a day, teach a man to wildcat and he’ll be stoked for life.”