Jones Snowboards is a rare example of a brand that is inseparable from the identity of its founder. Created in 2009 by freeride pioneer Jeremy Jones, the company was born from a desire to make boards that could handle the most demanding backcountry terrain while reflecting a deep respect for the environment. In just over a decade, Jones has become one of the most recognized names in snowboarding, not only for its gear but for its commitment to sustainability and activism.
Where other brands might focus sponsorships on contest podiums or high-visibility events, Jones has always taken a different path. Its team is built around freeriders, splitboarders, and backcountry guides whose passion for the mountains extends beyond performance. This makes Jones’ sponsorship program not only a platform for progression but also a way to champion stewardship of the landscapes where snowboarding thrives.
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Jeremy Jones: the rider who became a movement
Jeremy Jones himself remains at the center of the brand. A multiple-time Big Mountain Rider of the Year, he helped shape modern freeride snowboarding through countless first descents and appearances in landmark films. His vision of snowboarding as exploration rather than competition became the DNA of the company that carries his name.
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Jeremy Jones is also one of the sport’s most prominent activists. In 2007 he founded Protect Our Winters (POW), a nonprofit that mobilizes the snow sports community to fight climate change through advocacy and policy work. This dual identity as athlete and activist is reflected directly in Jones Snowboards, where product innovation, athlete sponsorship, and environmental responsibility are treated as parts of the same mission.
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The Jones team
Jones Snowboards sponsors a roster of athletes, ambassadors, and mountain guides who embody its values. These riders are not chosen only for their technical ability but also for the way they live mountain culture. They are freeride specialists, splitboard explorers, and educators who see snowboarding as both adventure and responsibility.
The team includes long-time riders who have been with the brand since its early days as well as new ambassadors who represent the next generation. Many contribute to avalanche safety awareness, backcountry education, and environmental advocacy. By supporting such voices, Jones ensures that sponsorship is about more than visibility. It is about leadership in the culture of snowboarding.
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Sponsorship tied to stewardship
Jones’ sponsorship program is directly connected to its environmental commitments. The company is a member of 1% for the Planet, donating a portion of sales to nonprofit partners such as Protect Our Winters and Community Carbon Trees. This means that when athletes wear the Jones logo, they are not only representing a snowboard brand but also an environmental movement.
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This alignment strengthens the authenticity of Jones’ sponsorships. Riders know they are part of a brand that backs their passion for the mountains with concrete action to protect them. Fans and communities see sponsorship not as a marketing exchange but as part of a shared responsibility.
Why Jones stands out
Jones Snowboards illustrates how sponsorship can be both performance-driven and purpose-driven. Jeremy Jones’ own career shows the balance between pushing boundaries on snow and pushing for change off it. The team’s focus on freeride and splitboarding highlights a style of snowboarding that is exploratory and deeply tied to the natural environment. The brand’s environmental commitments ensure that sponsorship gives back to the broader community by protecting the very terrain that makes snowboarding possible.
In a crowded industry, Jones proves that athlete sponsorship does not have to be only about exposure. It can be about building a culture where performance and stewardship are inseparable. For the riders, it provides a platform to live their values. For the community, it provides leadership at a time when both snowboarding and the environment need it most.
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