Professional snowboarders Bryan Fox and Austin Smith have started a “Drink Water” campaign, urging people to stop drinking the $20-a-gallon sugar-juice that props up their industry. Biting the hand that sponsors you is a ballsy move, but it’s also the right thing to do, not just for your body but also the environment. (The environmental impact of water from the tap is minuscule compared to the energy and resources required to package and transport the average sports drink, not to mention all the industrial ag that went into making the high fructose corn syrup it contains.)

Of course, even an anti-marketing movement needs to market itself. Ten percent of the profits from the movement’s logo-branded gear are donated to, which brings drinking water to people in the developing world.

Here are Fox and Austin shredding some pow with their gnar gnar binks, or whatever it is the kids do these days: