At Soulkal, we often talk about our “Why:”
Not what we make.
Not how we make it.
But why we do the work in the first place.
Our Why is simple: to create connections and support one another, between teammates, customers, communities, and the people who show up every day to do meaningful work. Recently, that Why showed up in a very real, very personal way.
Where This Started
Through my son’s time on the Western Mountain Sports freeride team at Western Colorado University, I had a chance to see the culture up close. Anyone who’s spent time around freeride, whether on skis or a snowboard, knows it’s a little different from traditional competitive sports. Yes, there are events and results, but at its core, freeride is about pushing yourself, supporting your peers, and sharing the stoke.
The culture isn’t centered on medals or podiums. It’s about progression. It’s about showing up for each other in the mountains. It’s about community. That ethos stuck with me.
So, when I saw an opportunity to help Western Mountain Sports create branded apparel, not for profit, but as a fundraiser for their Freeride program, it felt like a natural fit. We reached out, shared the idea, and they were all in.
Students Creating for Their Own Community
One of the things I love most about how this came together is that the artwork was designed by a member of the team. This wasn’t something outsourced or overproduced. It came directly from the people who live this culture every day.
That detail matters. When the design comes from inside the community, the end product feels more authentic, because it is.
Partnering to Maximize Impact
From the start, we approached this as a true partnership. Our goal was simple: help Western Mountain Sports create high-quality apparel while maximizing the funds that flow back into the Freeride program. But the impact goes beyond fundraising alone.
Research in social psychology consistently shows that shared symbols, like apparel, play a powerful role in creating a sense of belonging. Wearing the same gear signals identity, inclusion, and alignment with a group’s values. It’s a visible way of saying, “I’m part of this.”
For current students, that sense of inclusion strengthens team culture. For parents and supporters, it provides a tangible way to show pride. And for alumni, it becomes a bridge, keeping them connected to a program that helped shape them long after graduation.
Branded apparel gives alumni a reason to stay engaged, to feel part of the ongoing story, and to continue supporting the next generation of athletes. That continuity, across years, graduating classes, and life stages, is what turns a team into a lasting community.
By collaborating closely on product selection, production decisions, and execution, we structured this effort so that every purchase does two things:
- It meaningfully supports the program, helping fund travel, training, and sustainability.
- It strengthens the community around Western Mountain Sports, from current athletes to long-time alumni.
This wasn’t about selling merch. It was about turning support into belonging, and belonging into long-term impact.
Why This Matters to Soulkal
Soulkal exists to help organizations express who they are, not just through logos, but through shared identity. We believe apparel can:
- Strengthen belonging
- Reinforce values
- Turn support into something tangible
Western Mountain Sports embodies exactly what we believe in:
- People lifting each other up
- Passion over ego
- Community over competition
Freeride isn’t about beating the person next to you, it’s about becoming a better version of yourself, while cheering others on as they do the same. That philosophy mirrors how we think about teams, work, and business.
More Than Apparel and How to Support
This project is small in scale, but big in meaning. It’s a reminder that when brands, programs, and communities collaborate with the right intent, the outcome is bigger than the product itself. You end up with connection. Pride. Shared purpose.
If you’d like to support the Western Mountain Sports Freeride program, whether you’re a student, parent, alumnus, or friend, you can order apparel and contribute directly to the team here:
That’s our Why at Soulkal. And it’s why we’re proud to support Western Mountain Sports and the Freeride program, not just as a company, but as members of the same community.
Because the stoke is higher when it’s shared!
